I liked the idea of having the same apps for both my iPod and iPad saving me the cost of doubling up but once I added my son's and wifes devices I needed a way to separate them while still using the same computer/iTunes.
The shift option works a treat for us.
Alternatively as Steffen says you can choose not to sync everything automatically, but I like the fact that you can create a totally individual library for each user on the one computer.
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