The game is to actually get a lot of patients. Memorial Sloan Kettering, Foundation One, Broad Institute, Venter are the biggest data-gatherers I'm aware of right now, with the DoD starting to get in the game. But who really wins will be the platforms that do the bioinformatics analysis: Google Genomics, illumina (basespace), etc.
And the ethics questions and "we don't know about the environment" questions aren't going to get answered until the data is collected. Wait till the EMRs are tied into the big data pipelines. Oh, nellie.