A new company, Color Genomics, is offering genetic testing for cancer risk for only $250. Until now these sort of tests were rarely insured, cost thousands of dollars, and were normally only available to those with money and breast and/or ovarian cancer in their immediate family. If their tests work, Color Genomics is cutting the insurance agencies out of the circle, making genetic testing available for many more women (in the developed world at least). Of course, genetic risk is complicated and even the presence of a risk gene doesn't necessarily mean one will get cancer. As they tests become more and more common, it will be important to educate the public about what cancer risk really means.