The recreational and medical personal genetic testing company 23andMe has always used social networking as a key component of its service. Now it has added a group for expectant mothers, led by over a dozen prominent so-called "mommy bloggers," many of whom used assisted reproductive technologies to become pregnant.

I agree with Daniel MacArthur at Genetic Futures that this is "sheer marketing genius." There's no shortage of mothers and mothers-to-be with plenty of anxiety, internet access, disposable income, and - of course - spit.

Like much of 23andMe, its "Pregnancy Community" seems innocuous at first. As a new parent myself, I've played with an online eye color predictor.

But the endeavor brings to mind the likely near-term development of new methods of fetal genetic testing that will be noninvasive, inexpensive, and wide-ranging.

Already, a test to determine a future baby's sex using a sample of the mother's blood is available at the 5th week of pregnancy. One for Down Syndrome is on the way, as is a test for hundreds of conditions later in pregnancy.

23andMe tests for 28 medical conditions for only $400. How should we respond when dozens or even hundreds of genetic characteristics can be affordably tested after little more than a month of pregnancy?

Previously on Biopolitical Times:

• 23andMe Gets Into the Breast Cancer Testing Business
• Watch for Falling Prices
• Genomes of the Rich and Famous
• The spitterati and trickle-down genomics

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