One has to treat digital just like one would treat slide film in the old days. Over expose too much and one will get burn out in there shots...
Offset lighting creates better results than direct lighting, even when used with soft boxes on the strobes.
Also understanding how a flash meter works is a great help when shooting with outboard lighting setups. It also helps if one can actually read and understand what the cameras histogram is telling you.
What I think the photographer here has tried to do is create what is known in the photography industry as "High Key" lighting. Sadly it isn't as easy as just truing the flash strobes up to full power and shooting!
Another issue we have here is most of the people viewing these images will be doing so via a LCD type monitor, this in its self can give the image being viewed an overexposed look!
When these images are viewed on a CRT Monitor you will find that most fall within ok exposure.