It may also be the tip of a marketing approach after going private (from being a publicly held company).
How much money into developing ancestry.com vs developing FTM?
Ancestry.com = cash cow
FTM = is it an insignificant part of structure now? What is percent of revenues from FTM vs ancestry.com subscriptions?
FTM used to be the gateway into ancestry. It looks now like that that situation may be reversed - ancestry.com is driving a few customers towards FTM.
Inquiring minds would like to know....??
We'll probably learn more as time goes on.