That leads to fragmentation and, inevitably, attempts to consolidate. Some people thrive on it. Others run from it. If you work with a dot-com company, there will come that acid test moment when your work, your gray matter, will be laid out on the table and someone decides if it is better than the other company's. The best case scenario is that your strategy is dead on the mark where the two companies want to go together.
Worst case is, well, let's just say it's a good job market out there.
Take stock of your assets. For a web site, the number one asset is the base of registered users. Every name in your database is cash in the bank, provided you got the names cleanly and with full disclosure. It's a simple point, but too often lost on companies moving at Internet speed. If you sign up someone for a special promotion, make sure the opt-in language makes clear that you want to retain the opportunity to talk with them beyond the promotion at hand.