Conflict of interest at the NYSE?

Hank Paulson, Goldman's Chairman, has decided that his firm can advise BOTH the New York Stock Exchange (NYSE) and Archipelago on a possible merger between these two parties. He has been criticised.

Without commenting on whether Goldman can avoid conflicts of interest here, why in the world would Paulson want this hassle?

Is there something else behind this? And why would the NYSE approve it?

OAM

Related links:
Goldman chairman comes under fire in outcry over NYSE acquisition deal (paid subscription).