I assume they were doing the genotyping service at a loss. I had my entire genome genotyped for almost nothing and now I have the data forever. 23andme service was like a store having the milk in the back selling as a loss leader, but they have no other products to make up for it that you buy on the way out of the store. I see they have now added subscriptions, but who would pay for that crap when it's nonsense like if you will have a widow's peak or freckles and it isn't even right most of the time? I assume they thought they would sell all this data to someone like drug companies, but if they had buyers they wouldn't be going bankrupt.