Wow. Seems so obvious looking at PS3 position worldwide and Western gaming habits that SCEA and SCEE should be given control of the social gaming aspects of PSN.
TBH, if I was Sony I'd split PSN into three distinct elements based on what they have today:
1 - online gaming and social aspects
2 - online store
3 - online video store
They could leave PSN store more or less as it is (although that could be improved too) and allow SCEA and SCEE to produce a much tighter set of online gaming/community features built into the XMB/Store and games.
I also think they should work with Google and other players more to really open up the console. With MS charging for Live if you want Facebook, etc. as well Sony could exploit this by having tight, free integration via XMB to Google, Facebook, Google Earth, etc. which would be pretty cool.