Ever thought of having your genome sequenced? 23andMe ... describes itself as a "genetics-led consumer healthcare and biotechnology company empowering a healthier future". Its share price had fallen precipitately following a data breach in October 2023 that harvested the profile and ethnicity data of 6.9 million users " including name, profile photo, birth year, location, family surnames, grandparents' birthplaces, ethnicity estimates and mitochondrial DNA. So on 24 March it filed for so-called Chapter 11 proceedings in a US bankruptcy court. At which point the proverbial ordure hit the fan because the bankruptcy proceedings involve 23andMe seeking authorisation from the court to commence "a process to sell substantially all of its assets". And those assets are ... the genetic data of the company's 15 million users. These assets are very attractive to many potential purchasers. The really important thing is that genetic data is permanent, unique and immutable. If your credit card is hacked, you can always get a new replacement. But you can't get a new genome. When 23andMe's data assets come up for sale the queue of likely buyers is going to be long, with health insurance and pharmaceutical giants at the front, followed by hedge-funds, private equity vultures and advertisers, with marketers bringing up the rear. Since these outfits are not charitable ventures, it's a racing certainty that they have plans for exploiting those data assets.