My brother-in-law uses it a lot. When I was visiting him the other day he showed me, briefly, how it worked. It was spooky. He entered my name and PRESTO, there was my family tree! Siblings, parents, grandparents. He was able to trace my name back quickly to the 1800s. He is poor as a church mouse, but my brother-in-law said that the $200 or so a year he pays is well worth it.
Remember how a lot of 'security' questions are something like 'what is your mother's maiden name' or 'where was your father born'? Simply by knowing my name and the town I live in my brother-in-law was able to get both pieces of information instantly. Makes me think twice about said security questions.