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Founded in 2006 by Anne Wojcicki along with co-founders Paul Cusenza and Linda Avey, 23andMe promised to revolutionize personal genomics. Wojcicki, a pivotal figure in the company, utilized socialite dynamics, targeting elite circles and hosting extravagant “spit parties” to promote the service. These efforts paid off, as 23andMe quickly became a trendy topic in Hollywood and among venture capitalists alike.
However, tension brewed beneath this glamour—Wojcicki maneuvered to take full control of the company, eventually forcing Avey out. While Avey's departure was framed as an opportunity for her to focus on Alzheimer's research, Wojcicki’s consolidation of power marked a significant shift in the company's trajectory.