What's funny to me about these DNA testing companies, isn't the obvious data collection ploy, but the customers who feel compelled to buy the service. So the fuck what you're 13% Cherokee and 27% Dutch and 5% Eastern African? Try developing a personality or interests.
Too many people in the world crave an identity that is original enough to be interesting, but not so original that it can't be quantified or defined by accepted or understood identity templates. They need to be able to put a name to their identity so they can talk about it.