When done properly, the flash should be subtle and almost unnoticeable.
Here you can see almost the exact same photo with and without fill flash as I took two photos in succession and the flash did not have time to recharge in between. I have found that the on-camera flash lacks the necessary power to light someone in the shade such as under a tree and still maintain the proper exposure for a bright background. This means the annoyance of carrying the additional flash can't even really be avoided on a very sunny day.
Here is a particularly glaring example of needing the light balancing flash.
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