Consumers with a pressing need to validate the paternity of a child can now buy a DNA Collection Kit offered by a Utah-based genetics company called Identigene. Available over the counter at Rite-Aid stores in 30 states. You pay $22.99 for the kit and another $119 processing fee for the results. The kit has swabs to collect cell samples from the inner cheek of the child and the "alleged" father and consent forms. You get the results in the mail in 3 to 5 business days.

Ethical concerns are plenty. Will samples be collected without consent while the alleged father sleeps? What if the samples are used to determine genetic conditions or diseases? What if mistakes are made?

According to Identigene the test is 99.9% accurate, but is not legally binding because there is no verification that the samples are from the people listed on the forms sent to the lab. Identigene offers a legally valid test that costs $350 where consumers go to a collection site that oversees sample collection and identity verification.

Where's the market? 60% of kit purchases were made by women. Most people purchasing the kits were in their 20s. No surprises there.