Mapping out your genome is the 21st Century equivalent of staring deep inside your soul; it's tempting to look, but terrifying what you might find. The DNA divers at 23andMe are hoping that slashing the price of their home-testing service—from $300 down to $100—will be enough to tilt the scales towards discovery. Are they right?
23andMe, founded by Google honcho Sergey Brin's sweetheart, has had sales aplenty before; back in 2011 it was free for a whole day. But this time the discount is permanent, thanks to a healthy round of funding from folks like, well, Sergey Brin. What's that $100 get you? Nothing less than your full genomic breakdown, an educated guess of how likely you are to succumb to cancer, Alzheimer's, halitosis, and so on.