I think it went beyond a marketing ban, unless 'marketing' extends to selling and displaying health related information.
This was not a case of over regulation. It was pretty simple, and the FDA tried repeatedly to work with 23 and Me to bring them into compliance, but the company basically ignored the FDA's requests for meetings and information. They have nobody to blame but themselves, and what happened was good for consumers.
Fortunately sources like snpedia.com still exist for those wanting to use their 23andme data to do their own exploring without an intermediary, should they choose.
What the FDA prevented was a company profiting from selling a diagnostic service that wasn't proven.