Our fates lie in our genes & not in the stars said James Watson codiscoverer of the structure of DNA. But Watson could not have predicted the scale of the industry now dedicated to this new frontier. Since the launch of the multibillion-dollar Human Genome Project the biosciences have promised miracle cures & radical new ways of understanding who we are. But where is the new world we were promised? In Genes Cells & Brains feminist sociologist Hilary Rose & neuroscientist Steven Rose take on the bioscience industry & its claims. Examining the rivalries between public & private sequencers the establishment of biobanks & the rise of stem cell research they ask why the promised cornucopia of health benefits has failed to emerge. Has bioethics simply become an enterprise? As bodies become increasingly commodified perhaps the failure to deliver on these promises lies in genomics itself.