How far are companies like 23andMe from entire genome sequencing? That's kind of what I'm waiting for. Can you still get valuable data from genotyping?
For your first question it depends on your definition of "companies like 23andMe". There are numerous companies that'll do a whole genome for you, but I don't know if any of them do the writeup about it that 23andMe provides. 23andMe did at one time offer an exome product, but stopped that a while back.
The largest hurdle is cost. Whole genomes, even exomes, are significantly more expensive than a SNP chip. As most would be users don't know enough to care it doesn't make much economic sense to offer those to the masses at the moment.