New tools are always out there. How best to measure? How best to coordinate your different accounts. One day you've got search.twitter.com, the next Twitter buys them and you need a new and better search tool.
We need a team of us working together toward the common goal. And when we need to purchase something for measurement or sign onto something, we need to collaborate so that we aren't each re-creating the wheel. Why can't GSA do such purchases for all of us at once?