How's the test done?  Do you have to prick yourself and drip [your own blood] onto blotting paper or what?
A cotton swab of the inside of your cheek. 99 bucks.
Ah! What you bleed is US
$99!
Biometric data-mining. Stay clear from that ruse.
I'd call it "
data-gathering", on the principle that one can't
mine such
data until after it's been
gathered.
And I'd call it
"genetic" data; altho' at least 1 readily available definition of "
biometric" allows it. I think it's inappropriate to broaden the notion of "biometric" to include data that's
invasively gathered, especially when there's a well-known distinct adjective for it.
Really, "
ruse" isn't strong enough a word at all; I'd call it a
scam": Each customer is paying a
profit-seeking organization nearly
$100 to
give away their personal
genetic data. Apparently it never occured to the customers that it's among the most
private data that can be obtained about them, and it's among the personal data that can't be changed if circuмstances make it a disadvantage.
After all, your family story is the story that leads to you.
Whoooa!  How 'bout
that for an example of "hiding in plain sight"!?