Investing in our heritage

Interesting to see private equity investing in a platform like Ancestry.com ... do they just perceive a growth market for this kind of interest in heritage and genetics, or do they have other synergies in mind with the data available from such a platform, with millions of users, ranging from family trees to DNA profiles? This is some of the most sensitive data of all for privacy purposes. It will be interesting how privacy and consumer protection regulators like the ICO and the FTC scrutinise this deal.