Yes. So many of these "popular outfits" that capture the imagination of the general public like 23andme, set off my jewdar to 10+. But- (((they))) have learned, over so many years, how to "milk" these popular fads to the max. I give them credit for this. But will I use their services? - No, probably not. It is hard to avoid though, if you need a certain service, sometimes u have no choice. Hopefully in our modern political climate, that will change.
The momentum is with us now...let us not squander the opportunity.