That was a tag line from some food being advertised ages ago. But it applies to photography too. Today there is a flood of new photographers who go out and photograph people with just a camera... no lighting tools. Their reason is not as much a deliberate artistic choice as it is lack of knowledge of flattering portrait light. I was unaware of how widespread this is until I went to a few parks for a pleasant day in nature... only to encounter hoards of photographers photographing people. None of them carry any lighting equipment. They just point their cameras at their subjects. You know... just like you would do... only they charge for it.
If you're photographed regularly, then it's fine to shave off some money by choosing a photographer who "has a nice camera". But if this is a once-in-a-life thing, as high school senior portraits are.... do you really want those poor photos to follow you around the rest of your life?
So what is the difference between those who shape the light to flatter their subjects and those who don't?
Here are a few examples of extreme and more subtle comparisons. You be the judge.