This is just plain odd

[astroNikon]

This popped up on my browser.
A Magnifier for your popup flash. It appears to slide on to the hot shoe.

==> Amazon.com : Rogue Safari DSLR Pop-Up Flash Booster (Black) : On Camera Shoe Mount Flashes : Camera & Photo

 

[table1349]

Not new, just a different design for a Fresnel lens. Much sleeker design though. Here is a review of the product.
Rogue Safari gives extra oomph to your dSLR's pop-up flash (hands-on)

 

[tirediron]

A 'Better Beamer' for your pop-up. Cool.