I watched the whole Keynote introducing iCloud and the rest. There are some nice aspects of it, and it's definitely a bonus that, effectively, the wireless syncing previously only available at a hefty pricetag is now free. But the iCloud model, where everything is automatically sync'd, seems to assume that you want all your devices (possibly including multiple family members) to have the same content. Am I missing something? Where you now can specify from iTunes which songs/photoalbums/apps/books/etc you want to download to each device, it sounds like now every time something is purchased it automatically goes to all the devices - which could be a real pain! When I purchase music for my daughter I don't want it on my iPhone! When I get a book I may well not want it available to my daughter. And I certainly don't want all the photos she takes to instantly appear on my iPhone, potentially obliterating what I have intentionally put there.