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I think it's incorrect to use free health care as a "competitor" for this product. Here in Belgium (with free and awesome healthcare) people still pay for organ

I think it's incorrect to use free health care as a "competitor" for this product. Here in Belgium (with free and awesome healthcare) people still pay for organic food, supplements, gym memberships and many other things to stay healthy. So I would assume there would be a market for this too. I am speaking anecdotally though, like you.

MDS100 14y ago
They are competitors. Both do blood tests. It depends on how much your current healthcare provider would charge and what kinds of tests they'd run. They do the same thing (but possibly give you the results in a more enjoyable/easier to understand interface). There will be quite some people that would pay more for better treatment/faster service. Or because doctors refuse the tests.