Americans are obsessed with identity, not just identity politics. They want to know who they are and where they’ve come from, and millions of them have paid to find out.

With the best-known DNA testing companies, 23andMe and Ancestry, you can discover your heritage broken down into hundreds of regions across the world for $99. The trend has recently exploded: According to the MIT Technology Review, more people purchased DNA tests in 2018 than in all previous years combined, bringing the total number of users over 26 million.