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How accurate are the ‘ethnicity estimates’ claimed by DNA genealogy companies?

Wired | 
Since 2012, more than 18 million people have mailed their spit-filled vials to [Ancestry DNA], which analyzes the genetic material ...
original

DNA testing reveals buried family secrets

Wired | 
[T]echnology has a way of creating new consequences for old decisions. Today, some 30 million people have taken consumer DNA ...