Spit in a tube and, for about $100, discover secrets held by your DNA. That was the promise of 23andMe, a direct-to-consumer genetic-testing company. It proved popular—more than 15m customers coughed up to receive tailored reports. Insights ranged from the banal (there is a 48% chance you have freckles) to the potentially helpful (you have an increased risk of type-2 diabetes). Ultimately, though, the venture was unprofitable. On March 23rd the firm filed for bankruptcy.
