This certainly sounds a lot like the Geni.com site that launched a few weeks ago (click here to read the announcement). However, it appears to be a different effort, led by different people. I took a look at the site and found that it is not what I would call a traditional genealogy site. Instead, it appears to primarily be a social networking site.
The following was written by Zooof.com:
The rapidly growing online genealogy service and social networking site, Zooof.com, has officially gone beta. The site's goal is to bring people closer together through family and show how closely related they are to everyone else around the world - even celebrities, kings and presidents. With this announcement it is now opening its doors to the public and ending its previous 'invitation-only' trial period.
Amsterdam, The Netherlands -- February 21, 2007 -- Built on the theory of "six degrees" of separation, in which all individuals are supposedly connected to one another in some way by no more than "six degrees" of relationships, Zooof.com is striving to break down cultural barriers and political barriers to show everyone how much alike they really are. In doing so, it is bringing people closer together through the common connections they share through family.
The online genealogy service and social networking site officially went beta on Dec. 1 2006 and, with this announcement, is now opening its doors to the public, ending its previous 'invitation-only' trial period. Its goal is to bring people closer together through family and show how closely related they are to everyone else around the world - even celebrities, kings and presidents.
Now anyone can join and, in viral fashion, family members are soon working together to build their family tree online and adding other family members. Every member creates a profile and is invited to join the effort, building on what has already been begun by the family's "founder." Sooner than they think, the family extends to other families, and other countries, linking common friends and past acquaintances to one another - even to heroes and celebrities. Made possible by the Internet, the interactive family tree is an idea no one has ever seen before.
Following its beta launch, Zooof.com is now planning to introduce several new features and tools over the course of the next few months, including the option of uploading genealogy files, and will continue to improve its current Web-based software. Already it has an interactive game available called "Zooof Explorers" in which players hand flags off to other members around the world to generate points, spreading Zooof's message of "we're all one big family." The more unusual the locales and "moments" and persons the flag visits, the more points generated. Each transfer is documented by a photo uploaded to the site, creating viewable slideshows and running tabs of points kept in the Zooof database. Whichever flag makes the most incredible journey "wins."
ZOOOF members can also discover, expand and maintain family ties in a wide variety of ways: by tracing their ancestry, building a contemporary interactive family tree, inviting family members to a private environment, chatting, mailing, sharing, and writing a biography, and immortalizing their family history!
Co-founder Jean-Paul Busker came up with the idea for Zooof.com in 2005 when he decided he wanted to start his own modern art project with the goal of uniting the world via 12 family "levels." At the time he was an art gallery owner in Amsterdam allowing people to vote on the Internet to decide what works they wanted to see in the physical gallery. Fascinated about a story he'd heard about Six Degrees he began to wonder about the 'real degrees' of life. How could humankind unite all people in the world by family ties in the past and present? He then started ZOOOF as an art project with co-founder Stefan Leenen, a computer science student. The initial Zooof subtitle was "The Amazing Game." Along the way, though, they have made several changes and decided to give it a more "normal" subtitle name of "the Family Network."