I drank the Apple Kool-Aid: iPod Touch 4G: what? Only synch to one desktop?

So I am at last sipping the Apple Kool-Aid and bought an iPod Touch 4G 8 GB for $200 at Target. So far so good. There are lot of things I like about it. My kids love Angry Birds! So I installed iTunes on the family PC and expected to be able to also synch to my work desktop and notebook (something Palm has had for, oh, 15 years). Nope! I cannot easily copy music, podcasts, photos etc to another PC. What is up with this? Why is desktop synch in 2011 so hard when it was so easy in 1995?