content: If it were a purely free market, absolutely. But, the medical system being what it is, they will charge exactly as much as insurance companies will pay for it, which will be (approximately -- order of magnitude) the difference between "cost of treatment without the test" (high as more individuals will come to the hospital with acute disease) and "cost of treatment with the test" (lower as those same individuals will be detected and treated early with little need for inpatient care). Heck here are the prices Looking at the test menu, most of the products on offer are simple ligand binding assays (see https://en.wikipedia.org/wiki/ELISA). The usual way of doing this is to mix reagents in a 96-well plate and watch for a color change. This is obviously barbaric, and tends to overuse plasma and reagents (as one is limited by what a diagnostician can see). Looks like Theano has developed the microfluidics to perform these assays in highly dilute quantities. Probably they titrate down the alloquot to the nano or even picomolar concentrations, and have a manufactured chip that hooks into a highly-calibrated machine that can detect minute changes in light absorption or refraction. Even cooler, they may have printed some ligands or enzymes on a substrate, and look for voltage changes as a result of binding or cleaving (https://en.wikipedia.org/wiki/Ion_sensitive_field_effect_transistor) -- this is how the IonTorrent sequencer works. Judging by their computational biology careers page they're interested in 1) demonstrating equivalence for the FDA; 2) developing cheap omnibus tests (can tests which are commonly ordered together be combined into a single well, effectively); but it doesn't look like they have any immediate plans in the genomics space. This is smart, as single-cell and cfDNA sequencing are very new technologies, requiring either disastrous levels of PCR, or a significant amount of plasma. There are some clever approaches in combining microfluidics with DNA size selection here, but it'd be a big leap for them. Just my two cents. Source: I work in biotech Edit: and for anyone interested there's a very recent textbook on this subject.