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23 and Me - DNA collection operation.

A former investment of Google, basically.

Probably just a coincidence.

Although it would be more expensive to do so, IF I was going to send my DNA to one of these places I would send multiple samples (at least 5) from different people under my name - with only me knowing which one was legit. I might even do that, and at the same time submit my real DNA under a different name.

Ultimately, sequencing has become so cheap that I think what will happen is that there will be services that will accept unidentified DNA, perform whole genomic (at least whole exonic) sequencing, and will send you or post the raw data online (unidentified) - without any analysis. You will have the ability to pay anonymously (i.e. not in any way attached to your DNA sequencing data, access and download the data in an unidentified non-traceable manner. There will also become available, for private use (offline), bioinformatic programs that will analyze your DNA sequencing data, and provide information about gene mutations, SNPs, and other key info. The technology to do this already exists, and is getting cheaper all the time.