Very confusing world of multiple Apple ID's

Apple's official support of multiple Apple ID's. And no you cannot merge them :( Might help someone. An Apple ID is the email address you use as a login for just about everything you do with Apple, including using iCloud to store your content, buying songs from the iTunes Store, and downloading apps from the App Store. When you set up your iPhone, iPad, or iPod touch, you use the same Apple ID for iCloud services and purchases on the iTunes Store, App Store, and iBookstore. You can, however, use one Apple ID for iCloud services and another Apple ID for store purchases (including iTunes in the Cloud and iTunes Match). You will get all the benefits of iCloud whether you use the same Apple ID for iCloud and store purchases, or different IDs for each.