Delete thread - i just did this manually....
... But it was something i noticed:
This is for users who have multiple contact accounts (google, exchange, etc)
When creating a new contact, make sure to double check which phone book you are adding the contact to. There is a drop down menu "Contact Type" (Google, Phone, Exchange).
Seems recently that i had been adding a lot of personal contact with Exchange.. syncing back to the exchange server and on my outlook contacts.