It seemed only right that James Watson who co-discovered the structure of DNA with Francis Crick and Rosalind Franklin was the first to receive a DVD holding the sequence of his own DNA produced by 454 Life Sciences a division of the Swiss drug giant Roche and academic researchers. While DNA mapping technology under development at Roche and other companies has the potential to bring the long-awaited era of personalized medicine closer there are enormous ethical legal and investment hurdles to building successful business models based on decoding an individual’s DNA according to Wharton faculty and executives in the industry.