The gene -ie is out of the bottle.
A fertility startup that offers embryo screening to predict a baby’s height and intelligence has sparked controversy with a series of provocative new ads.
Nucleus Genomics blanketed Big Apple subway stations with billboards this week as part of their “Have Your Best Baby” campaign, encouraging prospective parents to “build generational health.”
The company also posted fliers outside the American Eagle flagship in SoHo, reading “These babies have great genes” — a reference to that retailer’s Sydney Sweeney commercial that caused outrage this past summer.
Nucleus offers customers access to “genetic optimization software” allowing them to “analyze, compare, and select their embryos based on 2000+ genetic predictions.”
The technology not only screens

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