They had a special deal for $99 when I got it, but that was very limited and they haven't done it since. Still I'd say if you hold out for a year that price will be halved. I generally recommend people to wait unless they're really interested in these things. The industry is still in its infancy. Cost is going down quickly and quality is going up just as fast.
There's at least a couple other similar companies out there, with more well known ones being deCODE and Navigenics. Recently these companies were getting in trouble with california health regulators for providing medical information without a doctor (I think that was the complaint, but I don't remember the exact reason). But the California complaint included 12 companies so there must be other companies as well.