23andMe, NaviGenics, DecodeME are all toast. Why? What do you do with the information? Are you really going to become a vegetarian, start jogging 6+ miles a day, and lose 30 lbs because NOW you know you have the ApoE4 variant?
No one has shown how the data from the OTC genomix companies will integrate with MRI, HDL/LDL, blood-glucose and other data because no-one knows how.