honestly, i do not know how the various genealogy websites work; possibly they just host information already catalogued previously elsewhere. i had a brief encounter with them back in the 90s, typed in my surname, got "no answer" and scoffed. that was it.
On the other hand, Italy (being a medieval country at one point and whatnot) has had heraldry since forever, so there's plenty of organizations who are dedicated to recording as much historical data as they can find - most of the time you can access this for free, sometimes they will sell it to you for a small fee, say, $100 or so.
I didn't need that because my family was always monarchic, i've had to listen to more than my share of speeches when i was young on how everything was better when we had a king. We have family portraits going back to the original family founder, and i had to do some internet digging for connections between him in the 1880 and his family in the 1700s. After that, it gets a bit nebulous... my family is an offshoot of the ferrero, my last name was made up out of thin air to disguise a relationship out of wedlock. (we're bastards)
The crest comes from a free heraldry service (in italian). The difference between heraldry and genealogy is that genealogy see people as people, while heraldry sees people as organizations. The whole "i descend from this family and therefore i am this way" kinda got lost between the first and second industrial revolutions. Now, heraldic organizations exist because they think it's important, genealogy organizations exist because they think it's cute. As far as i can tell, they don't put importance on one's family tree besides "it's nice to know".
i secretly think that most people who use genealogy websites in the US today are because they want to know if they have ever had any ... you know .. any .. if they were ever .. you know what, let's leave it at that.