As I am browsing the options of whole genome sequencing (WGS) tests I can order to my house, I start to see a trend. One website, immaculately designed (from a marketing standpoint), has large, bold solicitations: Build generational health. Live healthier, longer. See why we’re the #1 DNA test. Just below it, there’s a scrolling banner with icons of major outlets and major sports league partners endorsing their product . Another section claims their approach gets 1000x more DNA sequenced than 23andMe, leading to more insights. Then there is a table showing the price: instead of paying $3,350 for individual WGS and cancer, heart, and neurology screening, you can get them bundled for just $499.

On another website, I found a slight variation: Discover your roots and what runs in your fami

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