I'm not sure it isn't just 'bull'
I think there's definitely a trend shift from how white collar workers operated ten or twenty years ago in a direction that is more collaborative. The value is proven again and again by huge brands like T-Mobile and others, but also in the SMB market. The availability of collaborative technologies like Jive, or developer collaboration platforms like github and bitbucket is literally changing the way people work. One of the constant confusion points is where somebody running the community should report to, and consistently the educated or experienced response seems to underscore that reporting to any one business unit skews the purpose of the collaboration platform.
I think its interesting.