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“This work is still in its early stages, and we need to validate these findings,” Iwasaki told Yale’s publicity department.

Those cautionary words didn’t keep direct-to-consumer genetic testing from becoming something of a craze, bolstered by publicity about celebrities responding to genetic indicators.

When I spoke to a Black PR manager who used the same Black employees in publicity videos over and over again, she portrayed these exact feelings of guilt.

"It's sad if a company puts a lot of resources into designing an SLL, and then it turns out that the only publicity they get is negative," he says.

She also claimed the duke's team asked her to defend his wife Meghan from negative publicity.