Seems to me the hard part is getting the customers to pay the “full” price of getting the genetic sequencing done. 23andme’s prices to get tested is rather expensive (> $130 the last time I checked) but they are also getting paid for providing some of that data for various “studies”. So they are getting paid to collect and keep the genetic data, so the consumer price of testing ($130) is subsidized by the other revenue channel (i.e. selling access to the data).

I don’t know how much it costs to get your genes sequenced, but it’s probably more than $130 per sample.

I see it like ads… as much as everyone wants to complain about watching ads, the alternative is to pay the full price for the service you are consuming. Most of the services we consume are - after all - profit-making companies, and even the ones that aren’t have bills that need paying.