Consumer is appropriate here and the word makes a difference. I'm a customer of 23andMe, but I'm not a consumer (purchased for others, have not used myself). W

Consumer is appropriate here and the word makes a difference. I'm a customer of 23andMe, but I'm not a consumer (purchased for others, have not used myself). We live in a world where words mean something specific, generally to communicate an idea, not warm fuzzy feelings, and it's important that we use the right words so not to fall into the trap of multi-national businesses pretending their employees are "family" because it sounds nice.