website Ancestry.com—a 40 percent premium over the trading price of Ancestry's stock. Genealogy is hot. The same hobby that once was the preferred pastime of shut-ins, spinsters and confirmed bachelors has become widely popular. "It's no longer a niche," says Tim Sullivan, CEO of Ancestry. He tells ABC News is site now has more than 2 million paid subscribers. Ancestry will report a billion dollars in revenue for 2012.. "There's a broad, mainstream interest in family history," Sullivan says.