Trait‑Selection Goes Commercial

Firms are moving from disease‑screening of IVF embryos to selling polygenic trait predictions (height, BMI, IQ, ADHD, appearance) by combining whole‑genome embryo data with adult GWAS models. Companies now publicly advertise quantitative gains (e.g., a multi‑point IQ bump) and litigate scientific credibility in public marketing and PR. — This commercial turn makes embryo trait selection a near‑term consumer market, forcing policy debates on regulation, informed consent, inequality, and the evidentiary standards for commercial genetic claims.