Bennett Greenspan is the CEO of Family Tree DNA, one of the leading DNA firms that specializes in genealogy applications. He was recently interviewed by the Houston Chronicle newspaper.
The newspaper's report tells how Greenspan spent years looking for the ancestors of his maternal great-grandfather who was born in Argentina. After hearing about new genetic testing at the University of Arizona, he persuaded a scientist there to test DNA samples from a known cousin in California and a suspected distant cousin in Buenos Aires. It was a match.
From that experience, Bennett Greenspan decided to offer a service for genealogists to help them accomplish what he was able to do although at a lower price than what he paid.
You can read the interview on the Houston Chronicle web site at http://www.chron.com/cs/CDA/ssistory.mpl/business/2996768