Oh, you lost your email account access? Please send a matching DNA sample and $99 to unlock your account.
I mean, 23andme has one of the ultimate methods of account recovery available to it. (ignoring that people tend to leave copies of their DNA everywhere, but then you could just mail that in under a John Doe and find out all the same info anyway).
Whatever way you put this, handling the support load of the few customers who can't log in - and by this argument aren't ever logging in anyway - is better than having this degree of PII leaked and the company reputation ruined.
I mean, 23andme has one of the ultimate methods of account recovery available to it. (ignoring that people tend to leave copies of their DNA everywhere, but then you could just mail that in under a John Doe and find out all the same info anyway).