The price tag of this acquisition suggests that the value of genetic data is declining. Back in 2018, the drug company GSK made a $300 million dollar deal with 23andMe which allowed it to acquire the genetic data of 5 million people. That means the value of each customer’s data was about $60 at that time.

But, more concerning than the success or failure of a particular company, was this question: What would happen to 23andMe's vast trove of highly personal customer data? We aren't just talking about usernames and birthdays.