The online storefront for the consumer genetics company Orig3n features an image of a young woman facing toward a sepia horizon. Her tresses are wavy, her triceps enviably toned. Her determined stance complements the copy floating beside her: "Take charge of your future," it reads. "Orig3n DNA tests uncover the links between your genes and how you think, act, and feel. The more you know, the easier it is to reach your highest potential.

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