Int. J. Environ. Res. Public Health 2009, 6 506 Figure 9 displays some of 23andMe’s 78 measured conditions with a sample patient’s indication of higher, lower or normal risk. Figure 10 shows the specifics for the 23andMe colorectal cancer marker. The individual’s risk is shown on a scale of 100 and compared to the average. The specific chromosome region, gene and rsID marker, rs6983267, are given along with citations to current scientific research. Heritable and environmental factors are discussed, with the site estimating that colorectal cancer is 35% attributable to genetics. In addition to genetic sequencing, there is often a health social networking dimension to personalized genomics communities including the permissioning-in of friends, family and others for information sharing and discussion of genetic specifics. As with other health social networks, clinical trial recruiters are taking advantage of pro-active pre-aggregated populations in personalized genomics communities who have the ability to share genetic marker information. For example, the Michael J. Fox Parkinson’s Foundation approached the 23andMe Parkinson’s community in May 2008 for such studies [17]. As direct-to-consumer personalized genomics is a new field, the longer-term value to individuals is still emerging. Genetic testing is used for disease diagnosis, risk assessment and monitoring, and in evaluating potential drug response, for oneself and in embryo screening, but only works in a limited number of cases. There is often an unclear correlation between genetic information and disease, many diseases are multigenic, having suites of genes potentially involved, and there may be a lack of available therapies if a risk condition does exist. In addition, consumers may risk misinterpreting the information and experiencing false positives, false negatives, or confusion in trying to parse loosely- tied and conflicting research findings. With time, the knowledge and utility of the genome should increase. At present, even the data itself can be a novelty appealing to human curiosity. There is a poignant feeling of individuality when seeing and paging through personal genomic data for the first time, seeing the As, Cs, Gs and Ts that “make you, you.” Also some portion of the information may be useful immediately in the application of maintaining and improving health. DNA sequencing has also triggered non-health related applications in genealogy, haplotype mapping and immune system-based dating services. In the genealogy segment, companies such as FamilyTreeDNA (http://www.familytreedna.com) and Familybuilder (http://www.familybuilder.com) use DNA testing to provide genealogy-related services. In the dating segment, ScientificMatch (http://www.scientificmatch.com) and GenePartner (http://www.genepartner.com) assess potential mate compatibility based on variation in the immune system’s human leukocyte antigen (HLA) genes, relying on research indicating that stronger pair-bonding and healthier offspring occur in those with dissimilar immune systems [18]. Direct-to-consumer blood and other biomarker tests The second area to measure in consumer personalized medicine is blood and other biomarker data. There is growing consumer demand for much more granular information than the annual check of a few standard biomarkers (blood pressure, cholesterol, etc.) which are compared mainly to peer cohort averages. A small but increasing number of individuals would like to track a wider range of general and personalized indicators on a regular ongoing basis.