Good point. My guess is that with some googling, the median 23andme customer would find out about SNPedia and find some tool they trust. Of course, requiring even a tiny bit of open-ended research on the part of the prospective consumer is what constitutes the trivial inconvenience.

Re: 23andme supplicating USG, that seems like a reasonable strategy for advancing personal genomics. Across-the-board liberalization of drugs and medical devices won't happen soon.