Earlier today I setup as new, phone was as if brand new but I wanted to ensure notes mainly came down with icloud. Now when I added icloud notes came down, contacts did as expected too. But my pictures hadn't shown in photos. I had also hoped when install two applications in particular I would get the content as well but have found that just configuring the account is not enough since the backups are truly held in the full backup.. I guess there's no way to set up as new to get the clean iOS 7 feel and get a few items restored from backup?