Forbes' Matthew Herper predicts that the $1,000 genome will become a reality in 2010, "ushering in a new era of genetic medicine." Herper says that direct-to-consumer personalized genomics companies aren't "ready for prime time." Instead, he says that the traditional doctor-insurer-patient model will be more fruitful. The companies on his watch list include Illumina, Complete Genomics, Pacific Biosciences, and Ion Torrent.