This process sounds like it's half a step away from that. The half-step being that they only mention testing the parents, and then the process permits a degree of hypothesizing about possible children. Meanwhile, how hard would it be to test an embryo in utero, and then make a shallow, superficial decision about the pregnancy?
The process is practical and ethical, when considering it's utility for assessing the risk of inherited, incurable diseases tied to varying combinations of dominant or recessive genes, but it's a flimsy assumption that it will solely be used for only those scenarios.
There will be couples with known risk factors, who will want to roll the dice and try anyway, because they love eachother and want a family, and then they check their pregnancy in utero for things like downs syndrome. But then, if you have the options in front of you, why not check out other characteristics too?
And then, if couple A was allowed to do that, and this is a business, after all... Why not couple B? This couple who has no life threatening conditions or genetic combinations, but has the money, and the confidentialitiy of protected health information laws shrouding their decisions in secrecy.
In 20 years, don't be surprised when a certain cross-section of humanity suddenly looks strikingly different, but without any obvious explanation.
Also, there are still a great many people who are very suspicious of any new medical technology and would not want to take any risks when it comes to a child.
These guys seem to have a lot of patents#. Some of them seem (to me) like something you shouldn't be able to patent.^ It's a little creepy (but very easy) to imagine a future where most (rich) children are engineered by selectively accepting zygotes, sperms/eggs or actually creating them.
I don't know much about the economics or laws of IP, but I would really prefer that all the critical technology and data needed for engineering babies be treated as scientific discovery and available publicly.
#https://www.google.com/search?num=100&safe=off&biw=1024&bih=...
^https://www.google.ie/patents/US8510057?dq=23andMe&hl=en&sa=...