If a jeans advert hinting at actress Sydney Sweeney's "good genes" sent the internet into a frenzy over eugenics - how about one for a company that's actually selling good genes?

Posters have appeared on the New York subway offering would-be parents the opportunity to "genetically optimise" their future baby.

By signing up to their $8,999 (£6,800) service, Nucleus Genomics will profile the full DNA sequence of up to 20 embryos for couples undergoing IVF.

The New York start-up's slick app then allows would-be parents to review their brood for known disease genes, conditions like autism and ADHD, as well as traits like eye colour, height, and intelligence.

If a couple choosing their "best baby" smacks of eugenics, I'm mistaken, says Nucleus' 25-year-old founder Kian Sadeghi.

"What is 'b

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