The article is paywalled so I didn't read, but sounds like they're pivoting to pharmacogenomics. This field analyzes the genes that code for proteins involved in human drug metabolism. If applied properly it can help narrow down pharmaceutical treatment options. Think of cases where a patient's enzymes may render certain drugs ineffective. If you know a patient is an ultrarapid metabolizer of a given drug, then maybe you don't need to waste everyone's time trialing it.

How they schemed to create a perpetual revenue stream from this, I can only guess. My brain doesn't work like theirs.