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When first introduced, electronic flashes were powered by lead acid batteries in shoulder packs, and used large, dish-shaped reflectors. As electronic flashes got more compact, they placed the flash tubes perpendicular to the light path to save space. This orientation, combined with mirror-finished reflectors, allowed these proto-speedlights to direct more light towards the subject, often at the cost of producing a much harder light.
On the other hand, the positioning of the flash tube in line with the light path allows more light to exit from the side the tube and then be reflected forward by the bowl-shaped parabolic reflector. The entire surface of the reflector becomes the light source, and when used properly, helps to soften the edge between the light and shadow areas of your subject. Of course this decreases the "effective range" of the flash, but when up close, the results can be visibly softer. Many photographers realized the advantages of the dome reflector, and opted for Quantum flash heads coupled with separate battery packs. Those who favored the more compact speedlight form factor initially relied on custom conversions. The best known are those marked Armatar Photo Service in Glendale NY. They look a little Rube Goldberg by modern standards, but the Armatar could achieve a pleasing quality of light owing to its parabolic reflector. 
After seeing the success of these conversions, Sunpack once made the 120J (left), which has all of the Armatar's features combined into an off-the-shelf unit. Currently, there are the Polaroid PL-135 Bare Bulb Flash (middle) and the Brilia BB-110N Flash (right), both of which appear to be adaptations of an existing flash body. Unfortunately, they all share a feature that makes them difficult to use in the run-and-gun environment: that bulky reflector. Yes, that parabolic reflector that adds so much to the lighting quality is a total pain to carry. This new Flashback Senior Retro gives me the reflector I want in a package I can conveniently carry. All good.
I appreciate the fact that the Flashback was essentially designed from the ground up. This meant that every feature was integral from the very beginning and not just shoehorned in place at the last moment. They could also take advantage of newer technologies such as integral lithium battery power and USB charging, while embracing some older technologies like non-TTL flash automation, which makes this flash ideal for working with manually focusing lenses. One can also select the flash output in 1-stop increments from full down to 1/64 power.
But best of all, there is that folding reflector.
This video from Godox* will give you a fast overview on how the flash looks and works. The only thing I didn't like about it was the sound track. Want something retro and cool? Where's Dave Brubeck when you need him? That, my friends, is COOL!
If you watch the video you will notice that when the tiny flash tube is pushed into it retracted storage position, the talking hand appears to be wearing a glove. To quote DPreview:
"...Do NOT handle a flash tube or quartz halogen tube with your bare hands! The oils from your fingertips can etch the surface during the extreme heat spike when the tube fires. This occasionally causes the tube to explode with glass shards flying everywhere..."
Get one of those small microfiber cleaning cloths, keep it inside the closed flash, and use it to push the tube into place.
It remains to be seen how effective this new reflector is. It can't help but provide a better light distribution than conventional speedlight designs, and I'm fully prepared to sacrifice a lower realized output. I don't expect the results to be identical to those achieved from the Armatar with its parabolic-bowl reflector, but I am sure that I'll see an improvement in the lighting quality.
I can hardly wait!
BTW: This wonderful clip really sells the flash. Thought you might like to see it.
* Adorama used to be the exclusive distributors of the Godox line of flashes. They branded them as "Flashpoint".
