SOA and Web 2.0 - chalk and cheese?

This post on SOA World starts out with the kind of glib assertions that normally make me very suspicious:

SOA brings together people, not just software. That's why integrating Web 2.0 concepts into a SOA-such as comments, feeds, ratings, tags, and automatic search alerts-holds so much promise for breaking down business silos and enabling many people to work together for the first time.

SOA - bringing people together? I don't think so... at least not until the applications that front-end the services in a SOA platform choose to apply themselves to social networking. But then it occurred to me that the most successful SOA-based platforms provide that success by integrating user profiles and event notifications with the Web Services backbone that integrates the functions needed by the users. I'm thinking of Rearden Commerce, salesforce.com and others which - although they see themselves as Saas and SOA rather than Web 2.0 - provide the kinds of Web 2.0 features that the article quoted above is espousing: even if these come in the form of corporate policy people doing the tagging and rating which is used by the people whose spending they're trying to trace and control.