I interviewed a couple years ago with a startup that was a commercial and research leader in personalized medicine with a portfolio of patent-protected genetic tests. After a laughably bad interview, I looked a little deeper into their business model.
A little Googling revealed the real business model was to convince doctors and medical groups to order these tests and pass the costs along to insurance companies and Medicare. These tests are pretty useless in most cases, probably not a lot different from 23andMe. Your grandmother goes into see her doctor with a cough. Her doctor now throws in a couple genetic tests to go along with the normal blood tests and obligatory cat-scan. And the cost of American medicine continues to rise with the same lousy results.