We're as fascinated by genomics and "personalized medicine" as the next guy. Even Obama has the bug and touted the "Precision Medicine Initiative." Genetic testing even made it into pop science in 2007 when Google invested nearly $4M in 23andMe to introduce a DIY genetic testing kit to the masses. It was all going pretty well until just after 23andMe did their D round of $50M and lowered their test kit price to just $99. Turns out that medical testing and associated health claims are regulated . . .