The thing about 23andMe, is that that kind of genetic testing really does not tell people what people think they are being told. The amount of actual actionable information you can get from a gene map like that is.... a LOT more limited than people such as 23AndMe customers think.

Here's just one article on that, just the first reasonable one I found googling: http://www.forbes.com/sites/stevenkotler/2012/12/13/what-is-...

So the real thing about 23AndMe, is how they took advantage of very popular misconceived exagerated expectations about a) the extent that genetics are destiny, and b) even to the extent that genes are destiny (less than you think), the extent that current science can actually succesfully figure that out -- to make a lot of money.

These are EXTREMELY popular misconceptions, they fit into the zeitgeist well. So 23AndMe can make a lot of money off them.

(And I'm not suggesting that the 23AndMe principals are intentionally taking people for a ride--I'm sure they believe it too.)