Tuesday morning I went to a SXSW panel on “Personalized Health.” The featured speaker was Dr. Linda Avey, a geneticist and entrepreneur who founded 23andme.com. Much of the talk centered around her work at 23andme and their continued progress since her departure. I was quite impressed with the capabilities of 23andme and their project making personal genotyping publicly available. However, I had some concerns, and they have a lot more to do with communication than with medicine. In that area, if I may be so bold as to correct a successful geneticist, Dr Avey’s plan needs some improvement.