The DNA Sell

Miinome, Minneapolis-based startup, envisions a marketplace in which companies could advertise to people based upon their DNA sequences. The pitch, as MIT's Technology Review puts it, could be: "Do you carry the genetic variants associated with lactose intolerance? Here, Lactaid has a coupon for you."

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Magdalena Skipper, the incoming editor-in-chief of Nature, speaks with NPR's Weekend Edition Sunday.

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