Here is the same setup, but by bouncing the light from the flash off the ceiling, and using the Honl snoot as a bounce card instead. (The bounce card catches some of the light from the flash and sends it into my eyes, where the rest of the light is soft and diffused as it is spread out from the ceiling).
You’ll observe that this picture is a lot softer, less harsh, and arguably less dramatic.
Extra details: The SB900 flash, is off camera, left of the camera. It is angled 45 degrees towards the ceiling, and a bounce card is used to bounce some of the light straight at me instead of towards the ceiling.