The other way, and where I suspect the bulk of the $300M/4yrs is going, is in recruiting patients for clinical trials. GSK can tell 23andMe that they need 150 patients living near metropolitan centers who have indicated they suffer from X disease, and don't have Y mutation. This could drastically reduce the cost of recruiting for Phase 2 trials (though it may skew the patient populations in ways we haven't really had to deal with before). <edit> If I remember correctly, 23andMe contacts these potential patients to ask if they're interested in the GSK trial, then refers them to contact the GSK clinical trial site. They don't just give your phone number to GSK </edit>
I guess I'm not really sure what the panic is about. First, every step is opt-in. Second, the data provided en masse is blinded to patient identity and industry standard is to disincentivize unblinding the data. Am I too close to and brainwashed by the industry to see what's wrong here?