Case study of business strategy that goes berzerk

Here is a UK-based company that has 2 US-aimed web products:

1. One product has generated a great web buzz, but there is no way to monetize it, at this time;
2. One newly hatched product has a price tag, but no way to generate a buzz since it is not free, right now.

I would have preferred the CEO to find a way to unite the 2 activities so as to:

1. Give away one web service, on one hand;
2. Sell another web service, on the other hand.

I would do that under one single tent —one brand, one website.