2009 wasn't the best year for Sony, at least financially. So the Japanese company is looking to trim a little more of its overheads, specifically with the way PlayStation games are distributed.
Previously, Sony Computer Entertainment's distribution arm and that of the rest of the company were entirely separate operations. In 2010, though, they'll be rolled into the one unit.
You may ask why this hasn't always been the case, but remember, this is Sony. Units operating in blissful, counter-productive isolation is one of the main reasons the company is in such dire straits in the first place.
Sony to Combine International Distribution Operations [Business Week]