I mean 23andme seems (to some) to originally have been a vanity project funded by Google founder's massive money to give wife something to do (super over the top uncharitable, misogynistic, chauvinistic characterization to answer the "why is that? question). However they have pivoted to something very interesting lately. They are now a drug development company and have hired some of the best in the business to mine their data and develop novel therapeutics. They have Germaine Fuh! 23andme is now a cool company!