The article reports on developments in the field of consumer genetics courtesy of progress made by Illumina and GnuBio Corp. A sharp cut in the current retail price of Illumina's Individual Genome Sequencing (IGS) service is explained by chief executive officer (CEO) Jay Flatley as a result of the introduction of the HiSeq 2000 instrument. The microfluidics platform outlined by Harvard University physics professor David Weitz that could provide very affordable DNA sequencing through instrumentation by the end of 2010 is cited.