Most people may be willing to pay a few thousand to get a premium test that gives them peace of mind that they have a correct interpretation of their genetic data, especially in life-or-death matters such as deciding on cancer treatments.

FORBES: Do-It-Yourself Gene Testing Threatens Myriad's Monopoly

Never mind altruism, says Dr Cook-Deegan, many people are even avoiding genetic screening that could save their own lives.

ECONOMIST: Genetics, medicine and insurance