What did they expect? They don't really offer a valuable service besides a one-off test + results. At some point you're going to hit everyone who wants to use the service, they'll use it exactly once, and you'll have no more market.
They have subscriptions. It's not just about the one-offs since your family tree expands all the time and in order to access that you need to keep paying.
Obviously the value of their subscription service is not compelling enough for their business to sustain itself.