It's something we've recognized on a much smaller scale: Online marketing services sell much easier if you have the "media reach". Media delivers more results if combined with marketing services that deliver measurable ROI.
Online tools are cool. Online impressions are cool. Without the knowledge on how to use them to make $, they aren't as cool as they could be. That's where marketing services comes in.
That's WHY Microsoft bought aQuantive. Scott Karp says it best: Welcome to the Land of the New Vertically Integrated Marketing Services and Media Companies.