If ITV could just let the team do what it is obviously very good at, and let the presentation match without trying to constantly tinker and make hot seem more 'housewife friendly' or more 'morning friendly', then it could give both Good Morning Britain, and ITV News as a whole, a chance to really shine.
I agree to a point but you need to consider the rest of the ITV schedule. How does a more serious, newsy GMB lead into Lorraine, Jeremy Kyle, This Morning and Loose Women? Perhaps if we had something like The Time, The Place at 9:25 it would be a better match, but daytime is crucial in terms of the entire channel's market share so I don't envisage ITV changing tact for a long time.
I think people care too much about packaging the 'Daytime' strands together. GMB shouldn't be part of that "package" of 'entertainment' shows on during the day. It can easily distance itself from what else ITV shows during daytime.