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NEW YORK (GenomeWeb) – Ancestry.com is on track to have 1.3 million customers genotyped by the end of 2015 as marketing investments, as well as the "positive network effects" of having a larger database, propel forward its AncestryDNA consumer genomics business.

However, while it may be dominating the market in terms of sales, some industry observers argue that the company has work to do before it can challenge the quality of services offered by its chief rivals, 23andMe and Family Tree DNA.

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