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Michael Hall said he was in SoHo on Saturday to do what people do in SoHo: meet friends, have a meal, browse the galleries and boutiques. But along the way, he stumbled upon something completely different - a storefront offering to analyze his genes.
Mr. Hall, a visitor from Switzerland, was immediately intrigued when he walked into the showroom set up on Greene Street by Navigenics, a California company that recently started selling genetic scans. He said he was curious about his risk of getting the type of cancer that killed his grandparents, but he was not in a hurry to pay the going rate for the information.
For a fee of $2,500, Navigenics will use a saliva sample to analyze a person's DNA and gauge the risk of contracting one of 18 conditions, including breast cancer, a heart attack and Alzheimer's disease, company officials said. After that, the company will charge $250 a year to provide updates based on the latest findings about those and other illnesses.
Navigenics is the latest entrant into the new field of...