It's the hype backlash. There were a lot of over the top pro DNA testing articles in years past so now the hype cycle has moved on to the next stage.
The most popular model that we all know is called the Gartner Hype Cycle. https://www.gartner.com/en/research/methodologies/gartner-hy...
Arxiv has a few articles on hype cycles for example:
"A simple interpretation of the growth of scientific/technological research impact leading to hype-type evolution curves", Campani, 2014. https://arxiv.org/abs/1410.8685
"Hype Cycle Dynamics: Microscopic Modeling and Detection", Hashemi, 2018. https://arxiv.org/abs/1809.08939
You can also type "gartner hype cycle" in Scholar or sci-hub and there are many hits.