. https://nationalinterest.org/blog/buzz/data-privacy-problem-are-home-genealogy-kits-security-threat-128972

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DATA PRIVACY PROBLEM: ARE HOME GENEALOGY KITS A SECURITY THREAT?
Surprising news recently emerged from the personal genetics business. The two leading direct-to-consumer companies in North America, 23andMe and Ancestry.com, announced within a week of each other that they were laying off a significant proportion of their workforce as a result of a steep drop in sales. This past Christmas, the sales of testing kits were expected to take a sharp hike — nothing says family like a gift that says prove it. But sales plummeted instead. According to Second Measure, a company that analyzes website sales, 23andMe’s business plummeted 54 per cent and Ancestry kits sales declined 38 per cent. Industry executives, market watchers and genealogists have all speculated about the causes of the drop in consumer interest. Market saturation? Early adopters tapped out? Limited usefulness? Recession fears? Whatever the theory, everyone seems to agree on one factor: privacy concerns. JULIA CREET READ MORE