While driving and listening to National Public Radio one day, Justin Kao heard about the discovery of a “sweet tooth gene” that makes you more likely to crave sweets. “Oh my God,” thought Kao, who has always loved cookies. “I would pay $5 to know if I had that.”
Kao is hoping that millions of other people will be just as eager to spend a few bucks for tidbits revealed in their DNA. He is a cofounder of Helix, a San Francisco–based company that last summer secured more than $100 million in a quest to create the first “app store” for genetic information.
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