A new direct-to-consumer personal genomics company, Helix, is poised to launch a full exome sequencing product for the low price of $80. Compared to other "genotyping" services costing anywhere from $100-$1,000, Helix appears to provide a cost-effective alternative. However, there is a catch. Helix's business model centers around selling app-based services to customers using the stored exome data. Diet and fitness apps will be targeted at those wanting to optimize their workouts, or identify foods that might be harder to metabolize. While probably a solid marketing strategy, claims of links between genes and diet and exercise fads are under criticism by some researchers. Only about one percent of sequencing tests result in information useful to treatment or prevention of disease. There is also the danger of consumers "over-engaging" with results and requesting unnecessary medical testing from patients self-diagnosing from sequencing results. The FDA can regulate genetic testing, but the scope of their jurisdiction is still unclear.
This is just one example of new products discussed in the Wired article found here.
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