Why doesn't Lux blind?

Topic. Lux is busy blasting people with light, so how come her giant glaring white death ray doesn't blind people who get hit in the face with it? I get uncomfortable when people shine flashlights in my face, I can't imagine what getting hit with that would feel like. It could even work sorta like Cassiopeia's ult: if they're facing away, no effect.

Just a random thought.