How does a DNA testing service like 23andMe convince you to shell out more when the base results are the same? By rolling out the red carpet, it seems. The company has introduced a $499 VIP Health + Ancestry Service that includes two Health + Ancestry kits, faster lab processing, overnight shipping, a year of “premium” support and, crucially, a 30-minute one-on-one walkthrough of your Ancestry results. Effectively, 23andMe wants to offer a concierge for your genes.

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