23andMe, Inc. is a private for-profit organization that offers DNA analysis and information to individual consumers. DNA collection is collected through a $99 at home saliva sample collection kit that is then mailed back to the company for genome mapping and analysis. Individualized reports and personalized health recommendations are then delivered to the consumer over the internet via a personal homepage on the company website. In addition, consumers are given the opportunity to share their genomic data with doctors, researchers, scientists, hospitals, and other individuals within the online community that are members of the organization. The company website states that 90% of their customers have opted-in to participation in their research. While the individual consumer can opt into sharing the data with other members at basic or extended levels or opt out of sharing entirely. The company website states that each individual has the opportunity to “contribute to science’s understanding of how genes interact with the environment to make individuals who they are” and “participate in research that could improve understanding of how genetics influences our lives”. This privately-held company, however, owns and controls the aggregated data which may raise questions about ethics and the commodity value of personal data to pharmaceutical companies, hospitals, governments, etc. The company states on the website that one of their core values is the encouragement of “dialogue in the ethical, social and policy implications of personalized genetic services”, but questions remain about the value and usage of individual and aggregated genetic data.