The ads that sell the sizzle of genetic trait discrimination

A startup's ads for controversial embryo tests hit the New York City subway. One day this fall, I watched an electronic sign outside the Broadway-Lafayette subway station in Manhattan switch seamlessly between an ad for makeup and one promoting the website Pickyourbaby.com, Inside the station, every surface was wrapped with more ads--babies on turnstiles, on staircases, on banners overhead. To his mind, one should be as accessible as the other. Nucleus is a young, attention-seeking genetic software company that says it can analyze genetic tests on IVF embryos to score them for 2,000 traits and disease risks, letting parents pick some and reject others. This is possible because of how our DNA shapes us, sometimes powerfully.