I would also consider myself at level 1 as well Rudi with respect to lighting macro. Whilst I have done lots of macro with flash, this is generally of critters and it has been rare to get an occasion where you have the time to try different methods with the same subject. Most of my concentration and effort seems to go into getting the framing and angles I want then next an acceptably focused shot.
My terminology and meaning of "Bad" in the title was only with respect to a comparison of the two example pics I posted which were achieved whilst testing exposure light level comparisons.
If it had of been my intention to produce a 'good' picture of that subject/framing (yes it's boring) I would have classed the flash one as 'bad' as it did not represent what I saw or would want to show. The surface is stone and a rough texture, the direct flash light has flattened it.
To produce what I would consider a 'good' picture of it I think there were two options;
a) Using ambient light as in No 2 and taking its direction into account I would have used a reflector on the left to counter the shadow.
b) Using flash I would have placed one roughly from the same direction as the ambient light and another from the left more face on to reduce the shadow. I would have offset the intensity of them, having the left at a lower power so as not to 'flatten' the surface.
As for more normal subjects like critters my objective would be where possible to light the area/plane that is in focus and most prominent like the eye from a direction that reveals the most detail/texture. This sounds straight forward but then when we consider many critters consist of round/circular/curved sections it gets pretty difficult
I do not think there is one solution for lighting that fits all subjects and whilst it's easy moving lights around in a studio to take the standard model shot, these critters never listen when you tell them to wait where they are
So for me, 'good' lighting in macro is one that emphasises the surface and detail where prominently in focus (unlike what we would want for a models face) and shows no
harsh shadows.