On camera flash for a fashion shoot?

Wow, i just saw Australia's next top model cycle 5 "London Calling" episode. I was laughing out loud when i saw that the photographer was using a single speedlight mounted on-cam. Well it was not a surprise that the output was shit and so unprofessional!

Oh gawd, can't they at least hire a better photographer for it? can you say deer in the headlights?