Sony to Buy Back BMG

Is anyone else scratching their head? Sony Corp agreed to buy Bertelsmann's half of their SonyBMG Music venture. According to the WSJ, Sony hopes this will give it an inexpensive way to bolster it's consumer-electronics business. In the past Sony, has not been successful in building synergies between it's divisions. Do they believe this will work now? In the bulk of cases, they will have to get artists approval before they make any moves. I'm not sure I see Springsteen letting them use Glory Days for a new Sony TV ad. It remains to be seen where this acquisition will lead them.