Setup as new Phone Or Restore From Backup Everytime!!!

Dear All,
Firstly thanks for your help in advance to anyone who can shed some light on the below problem.
I am now on my third iphone as had each model as they have been launched.
I currently have two active phones,
One is my company phone iPhone 3Gs (Business)
The second is my personal phone iPhone 4 (Personal)
Whenever i attempt to sync either phone to my laptop, (Acer 5942G (windows 7)) itunes always presents me with the, "Restore from a backup or set up as new phone" screen.
This happens everytime for both phones. I have to setup as a new phone and re-sync all my apps etc etc. Its such a chore .
I don't sync either of my phones with any other device, ever!
It is starting to get on my nerves so much.
Please could somebody shed any light on this issue or is anyone else having the same problem.

I too have this very frustrating issue. It worked fine 2 weeks ago.
I have two devices setup, and they have the same name, but that has never been a problem as one is a 5G 80GB iPod, and the other is an iPhone 3GS.
Now, everytime I plug my iPhone into my PC, iTunes comes up and asks me to restore.
Grrr... I have restored 3 times. I have also performed a complete iPhone reset and a restore... same thing, and I have no idea why.
Please help.
Thanks,
S.

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