I'm curious what you don't like about iTunes. It seems to either be love or hate with it. Personally, I think its great, and having the iPhone sync with iTunes, for me, is a benefit. I think it makes sense to use iTunes since the iPhone is such a media-centric device. Apple's big on the all-in-one/simplicity thing, so it isn't surprising to me that they didn't write a whole new app for syncing.
Granted it isn't a free option, but if you use MobileMe, all contacts, emails, and calendars sync over the air. I've found the $99 a year to be a great investment- its a great addition to and extension of my MacBook.