'Sheldon's book represents a much needed historical, technical, and ethical treatment of this rapidly evolving and growing industry. It tackles a complex topic that many are fascinated by but few have the educational background to appreciate un-shepherded fully, and does so in a way that is accessible and easy to internalize by the very lay readers who have literally built the entire industry with their demand. His book is not only timely, but way, way overdue … this book is in my view instrumental for anyone considering a genetic ancestry test. If you are a lay consumer of genetic ancestry testing products, it has my highest recommendation for you.' Tony N. Frudakis, Ph.D., Forensic Scientist, Albuquerque Police Department DNA Laboratory, and Founder DNAPrint Genomics, Inc. (1999)