23andMe would become a new kind of health-care business, sitting somewhere between a Big Pharma lab, a Big Tech company, and a trusted neighborhood doctor. Later, this research would fuel the creation of drugs the company could tailor to different genetic profiles. Eventually she’d be able to lower prices enough to make the kits broadly accessible, allowing 23andMe to build a database big enough to identify new links between diseases and particular genes. First she’d sell tastemakers on her mail-in spit kits as a way to learn sort-of-interesting things about their DNA makeup, such as its likely ancestral origins and the chance it would lead to certain health conditions. Wojcicki’s plan back then was to turn genetics from the rarefied work of high-end labs into mainstream health and quasi entertainment products.

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