Amgen said this week that its $415 million proposed acquisition of Icelandic genetics research firm Decode will bolster its ability to evaluate which molecules to advance through its pipeline.

Meanwhile, Amgen has no interest in keeping up Decode's direct-to-consumer genomics business. As such, Amgen's purchase of Decode will essentially whittle down an already small DTC genetic testing market to a single player: 23andMe.

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