Would you pay $179 to get your dog's DNA tested?

Turns out my dog's great grandparents met on a peanut butter farm in Plympton and came to America on the Mayflower. Along with other Puritan-bred mates, they settled on a tree-lined street in Brooklyn before giving birth to a litter in Westchester. From there, the tree gets much more complicated, though all her relatives seem to share a love for Cheese Wiz on a small dab of steak, and fondness for UPS delivery guys who carry treats.

OK - it may sound crazy to expect a $179 DNA test for dogs to succeed -- until you're reminded that there are approximately 69 million dogs in the U.S., representing about 37% of all households, and more than $60B in annual spending. And more importantly, the intense emotional connection folks have with their pets. Marketers take note: there are targeting opportunities aplenty. Take home security: think folks buy Smart Home and alarm systems to protect their pets? You better believe it.