Wouldn't it be better (for users, not for profitability) if such companies would delete the data after analysis?
DNA analysis is very important, and probably, should be mandatory for everyone planning to have children (to reduce the number of people with incurable or very expensive to treat diseases and save healthcare budget), but with current level of privacy protection the data will just leak around. Also, when DNA screening will become mandatory, government will probably require that it gets a copy of everybody's DNA. Looks like this war is already lost.