Ah, iTunes for Windows. That wasn't specified in the parent post, and we are talking Flash on OS X in this thread...
The voodoo about syncing? I don't notice any voodoo at all. Plug in device. It puts songs, podcasts et al. on. Unplug.
Here's why you have to suffer iTunes though: the other MP3 device manufacturers were completely shortsighted and thought that "drag files around in your filesystem" was a suitable user experience. It isn't.
If the thing is 64Mb in size, filling that up by hand is easy. If it is 64Gb like the top-end iPads, that's not so easy. Geeks can write rsync/unison scripts (I have for my ebook reader) but normal people just want a music playing app that syncs up with their MP3 player/phone/etc.
If Microsoft, SanDisk, Creative and Archos etc. had an ounce of intelligence between them, they would have built a decent iTunes alternative that syncs up with any of their players as easily as iTunes does. (Or better yet, come up with a simple, easy-to-implement sync protocol and released open source plugins for Winamp, fb2k, Amarok, Rhythmbox etc.)
Instead, SanDisk put out stupid adverts about "iPod sheep" instead of actually producing a compelling user experience. The whole sync process is the main reason I've bought iPods: I listen to lots of audiobooks and podcasts, and I don't want to have to carry around a piece of paper where I write down which ones I've listened to and where I am in the often multi-hour files.