Great post, Sara!
I’ve also found the privacy issue of online data fascinating. Our generation is quick to give up information for a range of (potential) benefits. While we generally still focus on protecting our financial data, our willingness to give intimately personal details such as those you mention with 23andme is quite startling. It’s difficult for the average individual to understand the value in their personal information, but companies can aggregate this data from numerous individuals, create value (…for someone) and then capture all of the value. While I agree with your argument that our generation will continue to freely(ish) provide our personal data, I wonder if a few high profile privacy breaches will change our opinion and result in us demanding a (larger) piece of the value pie.