2018-2019 is when they officially turned the corner and decided to focus only on ad revenue. But the SEO abuse dove it into the ground by 2014ish. They were making money enough to expand by orders of magnitude into other areas, so they simply didn’t want to tweak their search or strategy and kill their golden goose that funded things like Good Drive and their shit social network and loon, etc.
It’s toned down since 23andMe was new, but I absolutely know people that will regularly call themselves by whatever European group they think gives them character.
I always ask if they have an EU passport.