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I think these numbers also show the power of advertising. Ancestry and 23andMe are the only companies that advertise regularly on American tv, and Ancestry by far runs more commercials than 23andMe at least according to what I see.
I think a few years ago I might have seen the occasional Natgeo commercial and I think sometimes I see the occasional Myheritage advertisement. I don’t think I’ve ever seen an FTDNA commercial. So for the average American who puts no research into their options Ancestry and 23andMe are their only apparent choices.
I also think these companies have fooled many Americans who are heavily European admixed into believing that these tests will accurately specify their ancestors’ exact countries of origin (trading lederhosen for a kilt). This is appealing to many people who have centuries of American Ancestry with an incomplete family tree.
I don’t think the average American cares if they are related to “John Doe” 500 years ago. I think they want to know how much Italian or English they are even though with the current technology this is not possible. The companies have created an illusion that this is possible leading many people to waste a lot of time searching for phantom ancestors that match their ethnicity percentages.
Real genealogical research through detailed y-Chromosome analysis to find snps in the time frame since surname creation is still too pricy for most people averaging around $500. If future companies can drop the price to somewhere between $100-$200 I think y-chromosome analysis will really take off and it will be very interesting to pinpoint when lineages in various countries split away from each other.