It's important to note that this is limited to 100,000 participants. It's going to take a while to reach that number but it's not the entire population either.

It's important to note that this is limited to 100,000 participants. It's going to take a while to reach that number but it's not the entire population either. On the other hand the whole population isn't going to pay to use 23andMe either. The author seems to think this initiative is the death of 23andMe et al. To use the Coriell service you have to actually walk in the door. If you're not in the neighbourhood then it may be easier and cheaper to use 23andMe.