In theory, it makes a lot of sense to combine the two operations, especially on the back end. But merging the two actual portal consumer experiences into a unified site will be a nightmare.
Charlene LiSome of the power has shifted from companies to people. Using social media tools (blogs, wikis, tagging, etc.) more individuals are creating semi-spontaneous 'groundswells' of opinions to which companies and other institutions are realizing they must respond. From marketing to consumers organizations are being pulled into engaging with individuals.
Charlene Li