Another key customer type could be people like myself, hurtling through middle age, perhaps just starting to feel the cold bony hand of mortality clamp down on their shoulder. People, who, in the past, may not have exactly prioritised their health, who are starting to wonder what may be in store for them and who are in the (“Hypochondriacs R Us”) market for some hard-core insight and advice.
Your review of the various testing companies is misleading and incomplete. The only test that can give information about recent relatives ( 5 generations back only) is the autosomal test. The others only give our ‘deep’ roots out of Africa migration thousands of years ago. But for the autosomal test to provide us names with whom we can contact, we have to give permission to have our email and name listed (and of course so do others). The tests that say we are such-and-such % of this or that ethnicity isn’t very accurate because, keep in mind, the wars and the spoils of wars that humans have been engaged in forever, mean we all have a mixture of genetic material from around the world. I can tell that the author(s) of this review did not really understand what these tests are about.

More controversially, some of these kits profess to tell you your biological (as opposed to actual age) by measuring the length of your telomeres (in basic terms, the caps at the end of each strand of DNA that protect chromosomes, like plastic tips at the end of shoelaces). Other tests, such as 23andMe, predict higher risks of developing serious conditions, such as multiple sclerosis, Alzheimer’s and Parkinson’s, including the test for BRCA1/BRCA2 (breast and ovarian cancer) that Angelina Jolie famously underwent, going on to have a preventative double mastectomy and surgery to remove her ovaries.