In 2008, Anne Wojcicki used the combined efforts of charm and Silicon Valley connections to orchestrate a series of celebrity-studded “spit parties” publicising her new DNA-testing start-up 23andMe. From New York Fashion Week to Davos, public figures such as Ivanka Trump and Chevy Chase dutifully filled 23andMe’s test tubes with their saliva.

Wojcicki’s relentless optimism and charisma were credited with helping the company wave aside both customer privacy fears and regulatory scrutiny. In the nearly two decades since she co-founded 23andMe, some 15mn people have splashed out on the company’s $99 genetic-testing kit.

Many now appear to regret that decision. This week the company’s website crashed as customers rushed to delete their genetic data following its decision to file for bankruptcy.