Those worried that they may have inherited diseases from their predecessors can learn if prevention is necessary from their own personalized genetic profile, now available from one Icelandic firm for almost $1000.

People concerned with potential hidden threats in their genes are now required to simply send a sample of their saliva to Icelandic firm DeCode Genetics. They will receive, in exchange for a $985 fee for European and North American customers, a customized “genetic profile.”

The service was launched last week, according to the Times Online, and it is not alone, unique as the project sounds. There is competition already: California company Navigenics, due to enter the market soon, and 23andMe, co-founded by Ann Wojcicki, who is married to Google co-founder Sergey Brin. The other co-founder is Linda Avey.

23andMe’s analysis of one’s DNA covers more than half a million points on their genome, reports the Times. Costing $1000, the report is available online, and informs the customer whether there is any heightened risk for developing a disease such as type 2 diabetes, certain cancers, heart disease and Crohn's disease.

“People who buy the service will have the opportunity to look at their genome and compare it to the genomes of those who in the past have been shown to be at particular risk of certain diseases,” said Kari Stefansson, chief executive of DeCode Genetics, as quoted by the BBC.

“It will also give people an opportunity to put their genome in context of what we know about the genetics of population history. So people will be able to figure out where their ancestors came from,” he added.

There has already been criticism that the service could confuse customers – sometimes, knowing that one has a predisposition to a disease does not necessarily entail better treatment or a better outcome.

As to concerns that the information provided by DeCode Genetics could be misleading, encouraging people to overestimate the role genes have over that of lifestyle choices, Stefansson told the BBC: “DeCode Genetics has been a leading force in the study of genetics of common diseases over the past 10 years. We have participated in communicating those results through scientific papers and the (media). So we feel that we have a certain obligation to help the public to put it into context.”