I don't think the service that 23andMe was selling to consumers was truly scientifically based. They needed a way to attract customers, so they taylored it to

I don't think the service that 23andMe was selling to consumers was truly scientifically based. They needed a way to attract customers, so they taylored it to be as attractive to customers as possible. 23andMe was never a business where people were the main customers. The idea was for people to use the service and then sell the collective genetic data to businesses that could use it for research and create products. $99.00 per buyer did not cover the true costs of running the business. The failure was that 23andMe could not execute on the commercialization of the generic data. For whoever can commercialize the data that's in the vaults, the collected data can have great value.