The article reveals some of the socio-humanitarian problems of direct-to-consumer genomics, examines its influence on the understanding of identity, social relations, and the relationship between consumers and healthcare providers. Particular attention is paid to the prognostic specificity of genetic information, which calls into question the traditional ideas about risks and informing in medicine, forming new areas of “self-care” and new areas of responsibility. Two theoretical approaches to assessing the prospects for the development of genomic medicine are considered: empowerment users and increasing biopower. Particular attention is paid to the concept of genetization of society, which could not completely replace the discourse of medicalization in social studies of medicine and bioethics, but showed how new knowledge about the human genome affects social contexts of the development of biomedicine, fits into broader discussions about health management, defines the research agenda.