Personal genomics bubble bursting?

Changes in the world of personal genomics. Dan MacArthur has the details on 23andMe changing up its offerings, perhaps signalling that the money gush is long over. And deCode is finally dead. Of course, just because the .com bubble burst doesn't mean that the internet is no longer a part of our lives. New players will likely emerge in the wake of this creative destruction, and old players will adapt to survive.