Nobody's going to argue against the need for higher quality, more accurate testing, but some of the suggestions in that article smack of paternalism. If a laboratory offers a test, it should ultimately be up to me, the consumer, to decide if I think it's useful. Of course, offer standards and certifications, and let insurance companies decide what they will reimburse, but in the end it should be my choice whether I want to buy it or not.
In particular, I disagree with the suggestion that "DTC testing should be limited to a menu of tests with clear clinical value". Many of us in the QS community are interested in tests before the clinical value can be determined. Let us figure out whether we think the information is useful or not.