What GREATLY concerns me is the thought of what happens when one of these companies gets down on their luck and sells all this data to an insurance company. Can you imagine what would happen to your rates and coverage if it comes back that your family has, say, a predisposition towards diabetes or cancer? There needs to be legislation enacted to strictly control how this information gets used. Furthermore an individual should be allowed to control how that information is shared and be able to opt out of any scenarios they are not comfortable with. Law enforcement scenarios could be exempt but tightly regulated to avoid abuse.
[edit] - its been pointed out that insurance co's can't do what I am describing (which is awesome btw). I think my point stands about the implications of this data being monetized to our detriment.