I think they will lose customers. Ancestry was the first database and it is the hugest one, with trees.
I know that 23@me was going down the drain long before their database was broken into. Just a couple of irrational decisions of their very nice prior CEO appeared to have zero foresight.
With FTDNA, you decide what you get, pros and cons, but they send me so many emails with such good deals that i assume they are struggling.
My heritage made several mistakes. When their database was used for a criminal’s DNA comparison (apparently they were unaware), they increased the cost of their services. Just at this very moment…So I know people are disinterested now. (“We pay more, and it is not even safe”). All the more so that their DNA tests are meh.
So the issue is, I might agree for my DNA to be used for police. Or not. But it is my decision. As the paying customer, I should have the choice with the company. If there is none, I’ll look for a competitor that gives me the choice. Or just walk away because consider this, genealogy boom was around 2015. Not anymore.