That will not continue to be true for long. The future of media consumption (well, at least music consumption) is from streaming services, which don't make you deal with syncing. iTunes may be user friendly, but the whole sync process is still time consuming and frustrating. Also, all music that's been sold on iTunes for over a year is DRM-free, and you can 'upgrade' your older songs for a relatively modest fee if you want to.
There's an argument that video content (which is still laden with DRM) will provide adequate lock-in, but that will probably start streaming too in the next year or two. And I think it's less of a big deal to most people if they can watch a TV show on their phone, anyway.
