Amid Rise of Personal Genetics Services, DeCode Declares Platform Independence | GenomeWeb
Three weeks ago they were in stealth mode. Now the three players in nascent personal-genetics marketplace are ready to take orders.
 
But despite some obvious similarities between the firms — startups Navigenics, 23andMe, and genetics veteran DeCode Genetics each offers to assess an individual’s genome for disease risk and other traits — they differ in their history and marketing approach, and in how they view the fledgling field’s core technology, which happens to be arrays.
 

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