This is the comment that caught my eye:
"the company will be more focused on ancestry--questions like which parent one got more traits from, or who your distant relatives are--than medicine"
If you read the article (and BTW, there's a 3.5 hour video too, if you have the time to spare), you'll see that it appears they're going to focus on SNPs initially. I think that's probably good news since most genetic genealogy companies are more focused on STRs, so the new company's offerings may provide a nice complement to what's already available.
Regardless of your perspective, with companies like Ancestry.com and 23andMe entering the space, these are definitely interesting days for those of us who like to play with our DNA!