While I'm sure that picture was meant to illicit laughter at the unpolished nature of the milk carton taped to the barrel of the camera, I must admit that it has a McGyver type of creative ingenuity that impresses me and I'm sure it's a lot cheaper than the professional diffusers. EDIT TO ADD: I bet that "creation" also solves the nasty problem of the shadow cast by the barrel when using the onboard flash
I thought the exact same thing. Kind of a hybrid between a snoot and a diffuser. Not a bad idea, really.
Upon closer examination, they seem to be using a reversed-lens setup for macro photography. ; A very ingenious lighting solution indeed!