23andMe Wants to Take Its DNA Tests Mass-Market

Robotic automated arm handling liquids for DNA amplification Photograph by Getty Images

For 23andMe, convincing consumers to spit out their DNA has become a race against time. In 2007, when the Silicon Valley startup hit the market with a $999 genetic test offering, it seemed like an esoteric and largely disease-focused product. Now, as rivals hawk DNA tests as a tool for finding dates and detecting drug risks, 23andMe is trying to morph into a more mainstream lifestyle brand.

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