or they miss-estimated their market size and growth. I don't think most people care about DNA testing.

when they started, you could get your results anonymously. I recommended several friends to try. Then they changed that policy...at which point I stopped recommending it.

I'm not saying this is the cause, but they had a chance to be good guys and decided against it.

or it's already covered by healthcare when a doctor suspects it's necessary (for genetic predispositions).

And there's basically zero overlap between 23andMe's test method and the clinically useful tests that a doctor would order.

For example, carrier screening, to see if you and your partner both carry recessive variants that may result in a rare genetic disease in some of your children: impossible with 23andMe's setup, but useful to a huge number of couples, and already common practice for some ethnic groups.