Here is the [link to the investment](https://www.heraldextra.com/news/local/central/provo/ancestr...). The way they justified it to investors is that this removed the threat of FS ever competing with then in their core business. Back when Ancestry was public, they listed FS as their [#1 competitor](https://www.sec.gov/Archives/edgar/data/1469433/000095012309...). Here is a [story](http://www.ancestryinsider.org/2012/07/ancestrycom-laps-fami...) from 2012 showing how the two companies were measured against each other for key content digitizations