Direct-to-consumer genetic testing was supposed to augur the ultimate threshold of the quantified self: one’s personal (and personal family) information, for your eyes only, derived through a private consumer transaction. However, it has always been the case that genetic data can be exploited in many domains, regardless of its original provenance and intended use. This has been born out more recently in the use of direct-to-consumer genetic ancestry testing in the domains of the criminal justice and healthcare systems. In exploring the transitive quality of DNA, this talk will suggest some of the social, political and regulatory issues raised by the circulation of genetic data.