Seriously, now that iTunes will be doing a music, audiobooks, photos, videos, bookmarks, contacts, mail accounts, everything-but-the-kitchen sync, is it not time for a new name for the application? Imagine trying to explain to someone new to the Mac how this works? "How do I add my contacts to my iPhone"? "Through iTunes". "... isn't that a music player?" "Err... yeah. But it's also for syncing your contacts.. and mail...and..."