...I suppose I should clarify...
I'm not talking about backing up ALL of the contacts in the 'People' tab, I'm talking about backing up just the favorites that you select to show up with their picture or whatever in this tab.
After backing up the PIM data then restoring after a reset, it's still showing the 'People' tab as blank.
I can't seriously be the first person to ask this question.
Free 5 points to your rep for helping me find the answer!