It looks as if Google may be getting in on this via one of the founder's wife who is the head of the company. There are many links to stories about this company at the Genetic Genealogist, including this one at Forbes.com.
"Initially, Flatley said, the company will be more focused on ancestry--questions like which parent one got more traits from, or who your distant relatives are--than medicine. Many researchers say most genetic discoveries are so far only of limited medical utility."You can also check out the recent webcast detailing all this.