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I ended up getting one of the MTL (Magic Tube Light) Ice Light clones. I found a video comparing it to the ice light and it had more power and I preferred the quality of light from the MTL. When looking at comparisons, realize that there are variations of the MTL. I had a chance to compare them side by side after getting it and the comparison held.
The standard Sony battery was another big advantage, not to mention price.
I recommend you buy one with the barn doors, since it doesn't cost much more with and they are hard to add after the fact.
They provide relatively little light when you come from the world of strobes. They work great relative to darkness and are virtually useless in daylight, etc. but if you are using an LED unit, you probably have reasonable expectations.
They are like strip lights. I'm not sure where the comments about directional come from. These are directional in the way a strip light it, if you know how to use them, and the barn doors make them even more versatile.
Some subjects find them uncomfortable.
I find that I still strongly prefer strobes for power, but if you can live with the power level and it doesn't bother your subjects, they are handy and quick to bring into use. Also easier to get good results if they are held by an untrained assistant. Strobes and untrained assistants are more hit and miss.
YMMV.
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