I am not happy with the sync thingy or it's attempt to use itunes. I wanted to get away from itunes/ Apple altogether. I have had a go at media monkey but it is a long way off filling my needs. But I have found Sony's Media Go. Media Go: Download - Sony Media Software and Services Inc. It is not perfect by a long shot but at least my Wildfire can use the playlists it creates and does a nice job on getting my podcasts in some kind of order. The thing I miss most from my itunes/iphone setup is play count and ability to manage the correct placement of folders on the wildfire. Please can we have a discussion on your setup on this matter and what you peeps use for your media management. Thanks in advance.