They say it's all about "integration" of the user experience.
They are the Church of Jesus Christ of Latter-day Saints, otherwise known as the Mormons, and the user experience that they're trying to integrate is the website known as FamilySearch.org.
It's only about a dozen years that the Mormons, who promote genealogy as part of their theology that families are eternal and that baptism can be offered to deceased ancestors, have had an Internet presence, but in that time they've become one of the 500-pound canaries of the online genealogy world.
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