Itunes wants me to setup as new iphone or restore....why?

So last night I plug my iphone 4 in to pc, and for some reason iTunes is now asking me to setup as new phone or restore from backup. My backup is 2 weeks old and Id rather not lose anything recent. Why does itunes think I have a new phone and how can I get around this?

my iphone is doing the same thing. Does anyone have an idea on this?

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