Genetic marketing is the logical next step if you believe human traits and (shopping) preferences are innate.
But it's a controversial idea.
On the other side, you have companies like Miinome who think otherwise. "The era of genetic-based advertising is coming".
Here's why Steve Jones and David Dobbs are confused about nature vs. nurture. While it's true that identical twins (having the same gene variants) are not alike in all traits, that doesn't prove environment trumps design. Identical watches don't always tell the same time, and identical elevators don't always travel to the same floor, but you wouldn't say an elevator is a product of its environment, would you? An elevator only responds to presses on its buttons, not to screams or smells.
Similarly, our genes constrain the possible environmental inputs and outputs we react to. Genes define the range of possible outcomes. While it's true that the environment selects the outcome, the genes constrain the menu of choices that are possible or desireable. In other words, our genes are designed to detect (and expect) certain environments and use them as (fully anticipated) trigger and branching points.
We humans each possess variants of the same underlying desires and passions. Yet our unique gene variants set the level of intensity of each desire. Our gene-designed cortex then arbitrates and balances each of our competing innate desires against each other. But that doesn't make human traits any less innate!
Since human design (including genes) is a product of ancient experience (natural selection), our traits are a result of ancient experience (genes) interacting with current (expected) experience.
However, if you still believe variations in human traits aren't genetic, then you have nothing to worry about, since genetic marketing won't work, will it?