Yeah, to me this looks like a way to isolate the profit-making but old-school DVD business from the disruptive but fragile streaming platform. Studios are squeezing streaming providers for royalties at the moment, and sooner or later either the small players will fold, or streaming will fully replace dvds; by splitting services, Reed is trying to maximize its chances of maintaining at least one solid business.
Still, the right thing to do would be to maintain technical integration between the two, maybe spinning off the analytics / suggestions as a third company providing services to both for a nominal fee.
