deCODE's fortunes as a business have been turbulent, but Stefansson has always explicitly worked to turn its discoveries into medically useful and commercially successful products. Some of these have been highly innovative and paved the way for new industries and markets. In the years after Íslendingabok put Icelanders' genealogies online, the Genographic Project and companies like MyHeritage, FamilyTreeDNA and Ancestry launched websites to enable people everywhere to try to use genetics to build out their genealogies.  In November 2007, deCODE launched deCODEme, the first personal genomics service, followed the next day by Google-backed 23andMe.  deCODEme included polygenic risk scores built principally on its discoveries to gauge individual predisposition to dozens of common diseases, an approach followed by 23andMe and others. deCODE's published risk markers provided the most rigorously validated foundation for all such services.