23andMe lays off 100 people as DNA test sales decline
They sold 10M kits, and they primarily market in the US. DNA never changes, so you have a lifetime max of 1 purchase of 23andMe per lifetime. Their competitors have likely sold 15-30M as well, so maybe 30-40M of these kits have been sold. That&#x27;s 10% of US  market.<p>What&#x27;s the max conceivable penetration here? 20%?