But They Had Such Memorable Names

At The Gene Sherpa, Steve Murphy points to a recent perspective in the New England Journal of Medicine that gives direct-to-consumer personal genome services a no-go. Contributing to the lack of enthusiasm for companies like 23andMe and Navigenics is the fear that they offer more uncertainty than anything else when put into the hands of physicians. Murphy wonders what will happen to these personal genome companies, once the hype fades. Number seven on the list is, "They will contract the Sherpa, buy Helix Health and it's model. Enabling the spread of directed genetic testing and personalized medicine."