"I would remind everyone of something Eric Shoup said at Rootstech 2012.. that new developments at Ancestry would be geared toward mobile devices first and desktops would be a secondary consideration. This may be part of that development."

For exactly what demographic? It's fine to anticipate mobile devices as the wave of the future, but what about the present? Exactly how many current paid Ancestry members use a mobile device exclusively for research? How many are over age 55? How many find the small screen of a mobile device difficult to read?

Has Ancestry ever bothered to survey their paid members for this info, instead of racing off into the future that doesn't yet exist -- a future obviously geared to a younger demographic?

Frankly, I can't picture any great majority of people doing serious genealogy research exclusively on a mobile device, and I can't envision anyone using the site for the first time thinking the new profile page is anything but a flat, boring, unimaginative waste of space -- but then again, most of Ancestry's latest marketing efforts have not been geared to anything approaching serious research, or to the retention of current members, but to what you have correctly termed "clickology," and superficial social networking.