Ancestry chief Margo Georgiadis touched upon one of the reasons for the company’s shrinking sales in her blog post: most early adopters have already entered the category. Another possible reason is that people are becoming more concerned about the privacy implications of taking DNA tests and then sharing their genetic information.

Authorities have started using DNA testing services to solve cold cases in recent years, and interest in the method grew even further after it led to the arrest of the Golden State Killer. It’s worth noting, though, that Ancestry tries to protect its customers’ privacy — it even fought a police DNA database search warrant last year and won.

Whatever the reason for the company’s sales decline is, Ancestry must now think of new ways to stay in business. As Georgiadis said in her post:

“Future growth will require a continued focus on building consumer trust and innovative new offerings that deliver even greater value to people. Ancestry is well positioned to lead that innovation to inspire additional discoveries in both Family History and Health.”

Ancestry told BuzzFeed News that the warrant came from a court in Pennsylvania, though it didn’t say what case it was for. It did tell the publication, however, that the warrant “was improperly served” and that it didn’t “provide any access or customer data in response.” The company also noted in its report that it refused numerous other inquiries, because the requestors didn’t go through the appropriate legal process.

As BuzzFeed News explains, it was only a matter of time before the authorities start serving Ancestry with search warrants. Cops have started using genealogy websites to solve cold cases in the past few years, especially after California police arrested who they believe was the “Golden State Killer.” They were able to make an arrest after uploading the suspect’s DNA profile to free genealogy website GEDMatch, which connected them to his distant relatives.

GEDMatch became law enforcement agencies’ go-to genealogy website, even after it changed its policy so that authorities can only search for users who specifically allow the police to see their profiles. However, GEDMatch’s database only contains information on over a million users, making it a much smaller counterpart to Ancestry’s, which contains 15 to 16 million DNA profiles.

By gaining access to Ancestry’s database, authorities will have a much larger chance of finding suspects for decades-old cases. This likely won’t be the last time the website will receive a search warrant seeking access to its DNA records, even though the company previously vowed to protect users’ genetic privacy. It recently updated its privacy statement to add that “Ancestry does not voluntarily cooperate with law enforcement.” Further, it assured customers that the company does not “allow law enforcement to use Ancestry’s services to investigate crimes or to identify human remains.”

How does a DNA testing service like 23andMe convince you to shell out more when the base results are the same? By rolling out the red carpet, it seems. The company has introduced a $499 VIP Health + Ancestry Service that includes two Health + Ancestry kits, faster lab processing, overnight shipping, a year of “premium” support and, crucially, a 30-minute one-on-one walkthrough of your Ancestry results. Effectively, 23andMe wants to offer a concierge for your genes.