The Science and Business of Genetic Ancestry Testing

It is easy to imagine why people are drawn to genetic ancestry testing, or "recreational genetics", as described in The Science and Business of Genetic Ancestry Testing.  Learning about ones ancestral genetic background (both with ancestors and geographically), is the newest version of discovering one's history- particularly for people living in a country that could be described as a 'melting pot'.  Additionally, for many, I'd imagine genetic ancestry testing is a way of using science to legitimize one's roots (it is one thing to say that you belong to a certain population but using the latest technological advances to prove it is a clear cut way of finding the truth).  It is a way of connecting with a rapidly evolving techno-field and injecting oneself into the scientific process (which can be overwhelming to the average American).  Genetic ancestry testing can be a 'cool' new thing- people in social groups who've done the testing can compare their results to each other and see who is more genetically similar to each other.
That being said, it was frustrating to read about the way certain companies were exploiting this technology for profit.  It is clear that while there is some truth behind the idea of the tests, these tests are extremely limited in the functions they claim to do and in many ways are more misleading than the average consumer is led to believe.  For instance, the article mentions that when describing ancestral heritage, the companies that sell these kits only have limited databases of genes to compare one's test to.  The article gives the example of "people from the Middle East, India, and the Mediterranean region of Europe [having] Native American ancestry". However, I cannot entirely blame the companies for trying to exploit consumers who choose not to learn about the specifics of a test they are willing to spend significant amounts of money on.  If there is a market for a product, there will always be someone to cater to it.  As more of these tests become available to the general public, I can only hope that people decide to take a closer look at the products they purchase.  This entire field is still relatively new and constantly adapting to new discoveries- with these genetic discoveries should come an awareness of the exciting possibilities in store for human-kind, but also a realistic look the limitations that any young field will face as it develops.