Blair has been speaking about 'personalised' services,

"Other proposals include introducing more NHS "walk-in" centres, especially in places where there are not enough doctors"

Because, rather than employ doctors to provide primary health care, you can employ less skilled people for less money to provide a sub-standard service. How will this impact the ambulance service? Well if people want to see a doctor, they'll call us to take them to A&E because it's free and they think they'll get seen sooner.
That and we will be the ones providing the sub-standard care, because people will have the 'choice' to be treated at home by an ambulance Emergency Care Practitioner with a bit of extra training. ECPs are cheaper than doctors, especially when the Primary Care Trusts stop funding them and the ambulance service keeps running them anyway.