> The price of the full direct to consumer testing service in the United States has reduced from $999 in 2007 to $99 in 2012, and it is effectively being sold as a loss leader in order to build a valuable customer database.
First, why can't companies these days just sell me a product for the cost price plus a margin? This seems like a fair way of doing business.
Second, what do they want to do with my data? Why do they think it is valuable (will they sell it)? Why can't I just get my data without them keeping a copy of it?
(It isn't because they offer an online comparison/discovery tool, since they could easily offer that as a downloadable app, so they don't need my data on their servers; it also isn't because they need to do research on the data, i.e., to find correlations, because they could make that voluntary).