The perk competition between tech companies has taken a very personal turn. Google will soon start covering the cost of DNA tests "for employees and their family-members suffering from cancer," says Reuters.

Anne Wojcicki thought she might be able to get the FDA off by her back if 23andMe stopped advertising its $99 genetic testing kits. But when your company is five years late on "analytical and clinical" studies that prove your product does what it promises and ignored the agency's questions for five months, they're not inclined to shrug it off.