It is a new price and not a sale! Finally the genetic testing has become affordable! Their Facebook Post: "We have some great news that we’re excited to share with our fans - starting today, 23andMe is just $99! The new price still includes the complete set of both health and ancestry results, and continues to be subscription-free. Your 23andMe results can empower you to make informed health decisions and learn more about your ancestry. We hope this new price will enable your family and friends to enjoy the same discoveries. Happy Holidays, The 23andMe Team *For customers who purchased a kit on or after November 26, we will be processing automatic refunds for the difference in price (less shipping and handling). You don’t need to do anything to claim this refund - eligible customers will be receiving emails directly from us with additional information."