Belt Lineage in BJJ: Does it even matter?

Who is your coach? Who was your coach's master? Your Jiu-jitsu family tree has for a long time be held up as an important part of your BJJ identity. The old school view was that sacred knowledge is handed down through the generations and this was an important part of what made an Academy successful.
The internet has democratised BJJ information and with the huge growth in the art and sport, running a good business with great community culture has broken through as the major factor in a gym's success. Whether it be Gracie Jiu-jitsu or Joey Jiu-jitsu this discussion goes deep on why where you come from may not be as important as you think.