'An unparalleled opportunity, the company says, to "Know thyself" '

In January, at the World Economic Forum in Davos, Switzerland, movers and shakers lined up to spit into test tubes -- the first step to having snippets of their DNA analyzed by 23andMe, a personalized gene-testing company that for $999 promises to help people "search and explore their genomes."

Those wanting an even more complete analysis of their biological inheritance can turn to Knome, a Cambridge, Mass., company that, for $350,000, will spell out all 3 billion letters of their DNA code -- an unparalleled opportunity, the company says, to "Know thyself."

For singles on tighter budgets and with narrower interests, there is ScientificMatch.com, which says that its $995 genetic test will help clients find DNA-compatible mates who will smell sexier to them, have more orgasms and produce healthier children.

This is the world of direct-to-consumer genetic testing, a peculiar mix of modern science, old-fashioned narcissism and innovative entrepreneurialism, all made possible by the government-sponsored Human Genome Project.

More than 20 companies today offer "personalized genomics" tests that promise to help clients discern from their DNA what diseases they are likely to get, whether they are shy or adventurous, even their propensity to become addicted to drugs. A growing number bypass doctors and deal directly with consumers.

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