An omnichannel approach blurs the waters

Here’s this one in context:
“Where an omnichannel approach blurs the waters is looking at the user-first approach across the landscape of all the devices the customer uses to achieve a task. In doing so, omnichannel compromises the agendas of business silos and industry trends such as mobile-first, since consumers and their needs drive any approach.”
This is a congruent conflation of “muddy the waters” and “blur the distinction”, both meaning to confuse the issue.  This is a particularly good one as “muddy” and “blur” have similar meanings and sounds.  And who can forget that great blues artist, Blurry Waters?  A big thank you to Marcia Johnston for seeing this one and passing it on.  As she said to me, given the context, “this water sure looks muddy and blurry to me!”