Well, my phone crashed hard while trying to update apps wirelessly (taking all day long to try it). Did a restore from my "backup" and ALL the personal data was gone. Particularly frustrating is how long the stupid syncs take with backing up that the data is not there when you need it. Examples: Favorite phone numbers, gone Budget, all tracking of July's expenses gone! Particularly for apps, the designers need to have a way to sync off the phone to either the mac or to some server in the sky. Can't trust the back up.