Many object to embryo selection because they mistakenly believe it involves altering genes. In reality, the technology simply reveals information about natural genetic variations already present in IVF embryos, allowing parents to choose, not tinker.

Up to 40% of natural conceptions are spontaneously aborted, often before a woman knows she's pregnant. This is typically the body's way of rejecting embryos with severe genetic abnormalities. This natural process provides a powerful biological precedent for the practice of pre-implantation genetic screening.

The controversy and business opportunity in polygenic embryo selection lie in interpreting genetic data, not in the physical sequencing. Companies are competing on the quality and scope of their predictive models for health and traits, which they apply to data from established lab processes.

The personal genomics landscape is bifurcating. Direct-to-consumer companies offer broad, exploratory whole-genome sequencing for general interest, while clinician-mediated services provide targeted, actionable gene panels for specific medical conditions, creating distinct value propositions.

The predictive power of embryo screening can be validated without controversial longitudinal studies on children. By testing if models can accurately predict trait differences between adult siblings using only their DNA, companies can prove efficacy for embryos, who are essentially unrealized siblings.

A new innovation allows companies to construct an embryo's entire genome using raw data from a standard Down syndrome test. This means parents can get comprehensive polygenic reports without needing explicit approval from clinics or doctors, effectively democratizing access and removing traditional medical gatekeepers.

Standard IVF practice involves a doctor visually selecting the embryo that appears most "normally shaped." This is already a form of selection. Polygenic screening simply replaces this subjective "eyeballing" method with quantitative genetic data for a more informed choice, making it an evolution, not a revolution.

Polygenic embryo screening, while controversial, presents a clear economic value proposition. A $3,500 test from Genomic Prediction that lowers Type 2 Diabetes risk by 12% implies that avoiding the disease is worth over $27,000. This reframes the service from 'designer babies' to a rational financial decision for parents.

The IVF company Nucleus ran a subway campaign with provocative slogans like 'Have your best baby' to deliberately anger a segment of the population. This 'rage bait' strategy manufactures virality in controversial industries, leveraging negative reactions to gain widespread attention that would otherwise be difficult to achieve.