They do have a family matching database, but you can opt out of it I'm pretty sure. They do try to upsell you on frightfully expensive Y-DNA long read sequencing for niche genealogy use cases, but you can just ignore that...
Why isn't there a privacy focused company that just doesn't do this.
i mentioned in an earlier comment i'd be happy to start this company if there were that kinda demand. it'd cost you around $1000 USD to get this done and get a hard drive mailed to you with raw data (fastq files).
EDIT: it probably would be cool if this kind of thing existed so consumers could shop their analysis around. it might actually open up some consumer bioinformatics startups
I think there is some sort of middle ground here. Although 99% of consumers don't care about privacy, it's an org risk as we saw with 23&Me. A consumer focused, privacy heavy but cloud based platform will emerge in the wake of 23&Me.
Gemini says a reasonable cost estimate from saliva to SNPs is $163.84 - $211.84 using Ultima $80 for sequencing (funny that sequencing is no longer the bottleneck on cost).
FASTQ is fine but I'd prefer BINSEQ: https://github.com/ArcInstitute/binseq. I'm writing my own pipeline from BINSEQ.