If you've ever tried to take a picture of someone with their back to the sun, you know what kind of results you get: crappy ones. The sun makes the person look totally dark, rendering your photo useless. That wouldn't be the case if you used Syl Arena's insane 12-strobe flash rig.
The rig, which has 12 Canon 580 EX II strobes on it, can flash so brightly and so quickly that one can take a 1/8000 second exposure with the subject totally lit, even with the sun behind them. Sure, it might come close to blinding them, but how else are you going to get that shot you want when the sun isn't behaving?