This is almost the case, as far as just the raw SNP genotyping goes. Have you seen the rash of new startups like Nebula or Helix? They can be 'free' in some cas

This is almost the case, as far as just the raw SNP genotyping goes. Have you seen the rash of new startups like Nebula or Helix? They can be 'free' in some cases. Which makes sense as the genotyping cost has plummeted to like $20-50 in bulk. But you're underestimating that one of the big draws of 23andMe is their detailed ancestry analysis - which isn't going to be replicated overnight by a competitor - and their related social networking/genealogy aspects, which definitely isn't replicable overnight. I have zero interest in that but I still get contacted every couple of months on 23andMe by genealogy hobbyists looking for more information. (And they also have FDA-compliance on some of their health reports, which isn't easy either.)