While I understand that the file system is the single greatest source of confusion for casual computer users, I definitely do not think iPhoto is the best alternative paradigm. Most casual users that I know hate iPhoto and iTunes with a passion. It's one of those areas (like the file system!) that Apple does really poorly.

I've never used Receivd (hate the name), but it might be able to get over the file system hump. I don't understand why they would encourage comparison to iPhoto for OS X though. Maybe something was lost in translation there.