there was a craze for DNA analysis 10+ years ago, the idea being 'if we can analyze e-commerce transactions, why not the human DNA!' The UPS being mostly around Health than Ancestry. That's flopped in my view.

Recent Gnome sequencing research is revealing that actually a Gene (downstream) doesn't necessitate a Health/Medical Condition (upstream) [1]. I think we need highest security measures, user education and Regulation when it comes to DNA, medical records, and biometric data (face, finger, iris, voice etc).

Charles Darwin & Co documented their theory of evolution well, there's enough ancestry there for most i think, at least as a solid starting point / platform. My guess would be if there was more education around theory of evolution (science), there would be less interest in Ancestry services (DNA based), leaving only a Medical case for them, and hence demanding greater protection/security.

[1] A biological relativity view of the relationships between genomes and phenotypes, Denis Noble - https://doi.org/10.1016/j.pbiomolbio.2012.09.004