SNP chip testing is in a hype cycle, and both the peak and the trough are irrational and destructive. The Times #1 invention was probably the apex of this period, and we already know that the industry is in for hard times regarding Navigenics, deCODE, and continued economic difficulties.
As for foxing, the cycle is predictable. Here’s how it will go:
Something new and futuristic!
Wow, DNA and mutations, just like in comic books!
23andMe is the most important invention in the world
“Have we gone too far?"
A prosaic, hard-hitting piece about serious doubts
Genetic testing is a bunch of bollocks and everybody involved is a greedy hack
We’re wasting money on astrology and astrologists
Back to basics! some very good study reports application of genomics with obviously positive results
Genomic medicine is another ordinary tool with it’s own applications
People trust it for what it is, and media coverage dims to mean neutral hum
We know that will happen, so our strategy is simple: Be honest, be transparent, be available, be consistent. No hype. Just responsible medical professionals reliably providing respectable medical advice and best-effort expert opinions —except from a genomic specialty perspective. The public will find you when the truth is fashionable again, and you won’t have to spend millions of dollars to win the hype game.
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