WHAT 23ANDME TOLD AMERICA ABOUT ITSELF:
Many headlines have ensued, but what commentators seem to be missing is this: The disintegration of 23andMe represents a cultural collapse as well as a financial one. This is the tale of a zeitgeist fueled by both the self-loathing of white liberals and a reflexive anti-Americanism throughout the mainstream—phenomena that the current vibe shift has upended like Tupperware over a trash can, its vestiges sliding off like so many moldy leftovers into the abyss where fads go to die.
Back in 2017, with victimhood associated with blackness, brownness, or another minority racial status, white people were conversely assigned the role of society’s Bad Guys. Reactions varied: Certain white Americans leaped at the opportunity to confess, repent, and pay through the nose to self-flagellate at events like the infamous “Race2Dinner” parties where, for several thousand dollars, a real, live person of color would come to your home and call you a racist.
For those of lesser means but similar dispositions, 23andMe offered another path to redemption, by promising to find “surprises” in one’s ethnic makeup. As one white man, who discovered he had “Hidden African DNA,” wrote reassuringly in the 23andMe blog: “Our histories are not as black and white as we believe.”
This is not to say that every person who submitted a cheek swab for analysis was marinating in racial self-hatred; plenty of people were simply curious, hoping to uncover a bit of family history (or, for those who bought the 23andMe+ Total Health package, their risk factors for various genetic conditions). But if you were struggling with white guilt, 23andMe could apply the gloss of scientific rigor to your search for a get-out-of-oppressor-status-free card—a state of affairs that was lampooned in a 2017 episode of South Park, in which customers of a company called “DNA and Me” received their test results and gleefully announced themselves as members of oppressed groups (“I’m 21 percent victim!”).
You’ll never get to be the CEO of NPR with such a racialist worldview. Oh wait:
An absolute clinic from @realBrandonGill here. pic.twitter.com/tEA0CAwhT0
— Luke Thompson (@ltthompso) March 26, 2025