In their quest to join the Bay Area's wealthy class, an impatient leadership team has given up on doing right by the customer; peddling sub-par products that prey on peoples' anxieties. Any discussion about this is out of the question, as is the overall transparency that once defined Helix's culture.
Meanwhile the leadership is unable to make decisions for months at a time, resulting in long periods of directionless and self-defeating efforts, e.g. competing more directly with 23andMe, but offering a product that does 1/10th of theirs, only to pull the plug just a few months later.
As the cherry on top, all the benefits and soft touches that once made Helix exceptional have successively been stripped away, with the messaging about these changes delivered with the precision and sensitivity of a sledgehammer.