Looking at the camera or away from it?

I may have a shoot next week with a talking head, where the question has arisen whether or not to have the subject looking at the camera or away from it.  Both have their plus points.  Looking directly into the camera feels un-natural, right now, but I believe it will come back into fashion again, just with a bit less of a presentation manner to it.  It’s those awful corporate films of the past decade or so where someone just talks about their company directly to camera, but I think if it’s treated right, it can be very effective.  Thoughts?

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