Veritas Genomics, the genetic screening business cofounded by George Church, has begun offering a whole-genome sequencing service for $999. For that price, which is less than the $1,000 figure that was the industry's holy grail for years, Veritas is providing interpretation and genetic counseling, as well as whole-genome sequencing. Veritas sees the price point as a direct challenge to gene panels, exome sequencing and other genetic tests. "The whole genome is the new standard," Veritas CEO Mirza Cifric said in a statement. "At this price point, there is no reason to use anything but the whole genome, especially for any tests that are close to or more than the price of our whole genome." Release (PDF)