On January 27, 2011, a video called Making Medicine Personal aired with three customer testimonials that all shared a successful experience at the hands of personalized genomics.

In the first, an older white man explains how he gave his doctor his genomic testing results, which led to a diagnosis that would save his life. In the second, a middle-aged white woman shares how, over 15 years, doctors failed to properly diagnose her, but all that changed when she signed up for personal genomic testing, which pinned down the diagnosis. In the third, an older white man compares his prostate exam results supplied by his doctor with his genomic testing profile and is able to conclude that he probably has prostate cancer.

That was a commercial from 23andMe (Box 1) . This raises the question: How

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