I usually don't get into peoples' business, but this has been gnawing at me all weekend long....
I went to one of those "balls" on Saturday where people dress up and dance and whatnot, and get their picture taken like they were at the prom. As we were about to go get our photos taken before the event, I noticed the lady who was shooting. She had been apparently doing this event for years. Well, she had the standard setup, a big muslin backdrop and two strobes set at about equal distance apart to the left/right. This will give a nice subtle shadow and is damnned near full-proof.
This lady had two alienbees with octoboxes set up to the left and right equal distance.....
except the lights were at waist-level.
The wife was anxious to get her photo taken and I told her to hang back for about 10 or so couples so the photographer could get into her "groove" and then she'd notice her lighting. Never happened. I told the wife not to have any expectations about the photos, and once we got through the process, the photographer let us see the images on her screen and we looked like Frankenstein, up lit and everything.
I almost said something, but decided not to out of professional courtesy. What boggled my mind was that she had a more expensive camera than me! She had a $6,000 canon, probably $1,500 in lighting, and a few hundred in backdrops, but hadn't taken the time to learn lighting. This is why I always tell starting photographers to work on the cheap first, because it never fails that once they get a little money their eyes start oogling the good stuff and learning the art of lighting goes by the wayside.
Study some paintings, emulate those, buy the necessary equipment, but don't forget the lighting. That's all.