Perhaps more importantly, everybody already has iTunes. Apple can leave out an entire step from the user experience (and one of the more frustrating ones, at that): "install new software".
Considering that installing iTunes on Windows automatically installs the Apple Software Update tool, which then try's to sneak Safari in (by automatically selecting it to "update" the next time Apple Software Update runs), I don't think Apple is too concerned about frustrating the user with the "Install new software" step. They seem to relish it actually. ;-)
Imagine the Internet Outrage they'd get over iTunes "installing all these new apps and who knows what spyware all over my computer". I agree with you, it sucks (though, it's not the end of the world) that it all goes through iTunes... and if they still only supported Macs, I bet they'd have broken some of this stuff out by now. But it's tricky in a Windows/Mac world.