This sounds like a manager's ideal. It's a luxury to demand people wear multiple hats up to the point the market allows you to turn the luxury into a commonality. If it was up to bosses, they'd rather have jokers ready to switch from customer support, to development, to sales, and back.

It's ok until the market decide it is no longer ok. So far, it looks like all these "hats" are complicated enough for the average to make the market think twice about demanding that combination of breadth and depth of skills.