I was just thinking the same, but then on a second thought, wouldn't that create a huge web of people inter-connected together that couldn't fit into one page? Maybe could use Ajax to dynamically expand the family tree as users scroll up or down
Quoting one of the comments from Techcrunch which I think should be upvoted:
"disgraceful that they spent their whole life as a company arguing that they were the next big thing in open publishing only to sell out to the most unethical monolith in closed publishing out there. no doubt el$evier will enjoy slowly ripping apart what's left of mendeley and continuing with its centuries-old business model of making money off the back of researchers' freely provided knowledge.
Didn't know he had a PhD in Computer Science from Harvard in the early 90s.