Although humans share 99.5% of their genes, there may be much variation that is interesting, even profitable, in the remaining 0.5%.  Companies now market race-specific medications, vitamins, and cosmetics.  Competing laboratories offer genetic analyses for ancestry and forensics.  Will this commodification of racial science help the targeted populations and society at large?  Should this commercialization of racial difference be endorsed or sanctioned?  Drawing on history, anthropology, law, ethics, medicine, economics, and sociology, this conference explores the promise and pitfalls of the new business of race and science.