But, more concerning than the success or failure of a particular company, was this question: What would happen to 23andMe's vast trove of highly personal customer data? We aren't just talking about usernames and birthdays.

Drugmaker Regeneron Pharmaceuticals will buy genetic testing firm 23andMe for $256 million through a bankruptcy auction, the companies said Monday.

Regeneron Pharmaceuticals said on Monday it will buy genetic testing firm 23andMe Holding for $256 million through a bankruptcy auction, and promised to prioritize the ethical use of customers' DNA data.