Imagine finding a correlation between specific genes and specific spending habits. Have Alphabet spin up a company that does what 23andMe does, offer a cooler, trendier version of the competition to entice adoption, then in the fine print say they’ll mine the data they find in your genes. Those resulting ads are gonna get ugly, quick.

Edit: Although, in the context of medicine, it would be pretty cool if you can find trends in medicinal health that tend to be common with individuals like yourself, and give you warnings should conditions are more likely to arise. I imagine that would involve adding in a different dataset to compliment understanding characteristics of your DNA