I started from scratch because I had too. Previous computer's hard drive crashed so I couldn't sync my information and apps anyway. So before I got my 4S i transferred my purchases/apps into Itunes, also my contacts. Anything else and it would have deleted my phone.
New iphone setup was simple, then I transferred the apps, updated em in app store, adjusted the settings, reloaded the music, and found some new ringtones/text tones for free.
Would it have been easier to use a backup? Yes of course, however, there are plenty of threads about the battery, and scare tactics on new phone setup vs backups. I have had fantastic battery life compared to my 3GS, and I don't know if I can pin it on a new iphone setup vs backup/restored one.
I'd say set it up new if you have the music/apps/contacts all backed up...then setup icloud and you are good to go. If you don't want to waste the time and effort, then use the backup/restore, it will all work out the same in the end, and I did mine out of necessity...
