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  • Putting genomics in the hands of regular consumers
    BrendanLim, Creative commons (2012) ©
CASE STUDY

23andMe: a genetic Facebook

For a couple of drops of saliva and a few hundred dollars, genomics business 23andMe will extract your DNA and screen it for genetic disease markers.

Location United States

Scope
For a couple of drops of saliva and a few hundred dollars, US-based genomics business 23andMe will extract your DNA and screen it for thousands of genetic disease markers. Some commentators are heralding the business as not only the future of medicine, but the future of self-discovery. Others argue that this is a vision of the future that is far from coming to fruition. Nevertheless, since launching in 2007, the company has processed 150,000 paying customers' DNA and continues to grow. Whatever it is that 23andMe is selling, it's selling well.

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