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"We're always going to let go of people – people we don't like or people that take advantage of, or people that may have loyalties to someone else," he told reporters aboard Air Force One.

"You're lucky to get vegetables for under a quid at the moment, so obviously we've got to take advantage of this," Lee Stewart explains from his spot in the queue.

Korean car manufacturer Hyundai Group, for instance, will look to take advantage of its sponsorship deal with football governing body Fifa during the Club World Cup this year, and then the World Cup in 2026.

And that does mean that producers will seek out and take advantage of new markets.

Moreover, because users need to provide a DNA sample only once to take advantage of 23andMe’s services, the company failed to establish a sustainable business model based on repeat customers.