I'd examine this much deeper before engaging. It's far too consumer targeted, far too feel good. I would not be surprised if "becoming a partner" or "community scientist" required fees or more.
They share a list of academic publications that have resulted from the project, and their Team page lists the full names a sizable large number of people.
Their FAQ indicates that the cost of the DNA Kit and other things are covered by the project funding. [1]
What made you think that it's engaging in fraud? I'm genuinely curious.
I'm not involved in the project but just from looking at the site for several minutes, it seems to be a fairly reasonable research project.
Or did you say "fraud" less to mean "these are people who are stealing money and e.g., hoarding it away" and more to mean "these are people engaging in a research project I disapprove of"?
[1] https://dogagingproject.zendesk.com/hc/en-us/articles/441699...
Interestingly, through engaging with you I discovered that this is a cognitive bias called the "horn effect" and is the reverse of the more common "Halo effect": https://en.wikipedia.org/wiki/Horn_effect#:~:text=The%20horn....
Here, now it's one click
Especially those that target extremely small slices of population (some would say at the expense of other larger, mostly neglected groups)