Utah-based Ancestry.com, with 900,000 subscribers the reigning king of commercial Internet genealogy services, welcomes Geni.com and a spate of other online family history newcomers to its world. "For years, we were the only ones driving growth in this category," said Tim Sullivan, CEO of Generations, which owns Ancestry.com, MyFamily.com and related sites. "So when we see Geni or any number of new genealogy upstarts, we're thrilled," Sullivan said.