As with any modern data business, privacy is a concern. Even a small segment of DNA (23andMe looks at 750,000 base pairs out of 3 billion) can reveal a history of illness or predict future risks and be used, Maury–style, to identify baby daddies. But Dave Kaufman, program director at the National Human Genome Research Institute’s Division of Genomics and Society, says those worries are far-fetched. Research materials remain anonymous and closely guarded--although data breaches, like the one in February suffered by health insurer Anthem, punch a hole in consumer confidence. Legislation offers some protection, too: The 2009 Genetic Information Nondiscrimination Act makes it illegal for employers or health insurance companies to discriminate based on genetic data. The Act doesn’t address who controls data once it’s out there, but more policy is sure to arrive soon. And the White House initiative will certainly have plenty of security experts on the payroll.