Ancestry testing, or genetic genealogy, is arguably the largest component of the direct-to-consumer genomics market, and is dominated by four companies and organizations with microarray-based offerings: 23andMe, Ancestry.com, Family Tree DNA, and National Geographic.

A new company, though, recently introduced a next-generation-sequencing-based service into the mix.

Since January, Full Genomes, a privately held Rockville, Md.-based firm, has been offering "comprehensive Y chromosome sequencing," for a price tag of $1,250.

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