first came on the scene, they were a novelty, and folks--including me--were pretty quick to jump on the bandwagon. Then came the questions about what the companies were doing with the DNA. Also came unpleasant revelations about family members not being who you think they were. I feel like anyone who wanted their DNA tested has done so and younger people either don't care, are wary or figure if someone else in the family has had it done, that's good enough. It probably wasn't a sustainable idea.
That being said, I was amused by 23AndMe sending me a list of traits they felt I was either more likely to have or less likely to have. Honestly, it was pretty hit or miss; for example, they were right in predicting my naturally curly hair but wrong about whether I can roll my Rs or not (I can't).