"With the end of the DNA Day promotion, we (Bennett and Max), considered how to continue offering the best prices, yet keep control in the lab to avoid delays from high volume. Since demand is directly related to prices, we decided to implement a temporary price rollback whenever lab capacity allows us to do so.
Despite an extremely successful sale, we believe that with our increased lab capacity, we are able to continue offering reduced prices on several tests. While the prices are not as low as they were for the DNA Day promotion, you will notice that these temporary reductions are extremely attractive, and should be a real incentive to anyone that did not take advantage of the sale to order now, while the prices are reduced. With this system in place, prices may go up on different tests at any time based on lab volume.
Additionally, on April 1st when we permanently reduced the price of the Y-DNA12 to $49, we mentioned that our R&D team was working towards a price reduction for the equivalent mtDNA basic test. Good news! Not only did we manage to achieve this goal, but we did it for the mtDNAPlus test that covers both HVR1 and HVR2. Therefore, we're discontinuing the HVR1-only test. Our basic mtDNA test will now be the mtDNAPlus (HVR1+2) at the $49 price point! We hope that with the basic Y-DNA and mtDNA tests very reasonably priced, a whole new group of people will be tempted to begin their own DNA experience and increase the size of your projects!"I'm excited to see lower prices from my favorite DNA testing company.