- Business model? "... generating an estimated $475 million in revenue for the company, which has yet to turn a profit." - Medical legitimacy? “Effectively wha

- Business model? "... generating an estimated $475 million in revenue for the company, which has yet to turn a profit." - Medical legitimacy? “Effectively what you have is a technology that is neither that helpful [nor] that harmful (...) Dr. Jonathan Berg, a clinical geneticist at the University of North Carolina at Chapel Hill." - PR Signaling? “It was so unacceptable to her as a compassionate human,” says Ashley Dombkowski, (...) “She is undeterred by massive, worthwhile problems.” - Personal Branding? Cue the Jobs-esque clad-in-black shots. - 'Certainty' in the face of material uncertainty? "By October 2013, 23andMe was in talks with Target and Wojcicki was pushing hard to enter stores before the holidays (...) Emily Drabant Conley, recalls Wojcicki’s certainty when an exec thought it was impossible to meet the time line: “Anne was like, ‘This is a company that was founded on impossible.’” But in the end, impossible won. It would take three more years for 23andMe to get onto Target’s shelves. " ... so where have seen seen this before? I'm glad that Forbes is taking a slightly more skeptical tone this time, at least calling out some of the issues and not taking PR at face value. I actually hope they are successful, though I'll never participate due to obvious privacy concerns.