In the latest dust-up, the U.S. Food and Drug Administration (FDA) last month ordered startup 23andMe to stop marketing its $99 genetic analysis kit, just before the Christmas shopping season kicked into high gear. The company, which launched in 2007 with substantial backing from Google, has been working closely -- albeit more slowly than the FDA would have liked -- with the FDA to ensure it complies with federal health and safety regulations. But the agency concluded in its recent warning letter that 23andMe was marketing a "device" that was "intended for use in the diagnosis of diseases or other conditions," and as such, its marketing materials required pre-approval from the FDA, which includes extensive research studies.