MilesBuzz! - The hotels' version of Orbitz or Monopoly?

Started in the Hilton forum a few days back. It seems the Utell hotel network and five hotel chains – Hilton Hotels, Hyatt Corporation, Marriott International, Six Continents Hotels and Starwood Hotels, will form a "merchant" business model to sale hotel rooms through multiple online sites.

I wonder if it's their version of Orbitz or a way to impose price discipline among themselves?

http://www.pegs.com/newsroom/press/021202.htm