Ryan Knudson

For a long time, people doing IVF have had the option to screen for diseases like cystic fibrosis and Tay-Sachs.

But a new crop of embryo screening companies are promising much more than that.

One of these startups is a company called Orchid, which focuses on screening for disease risk.

That's the company's CEO in a promotional video.

Orchid provides information on a wide range of diseases, including complex conditions influenced by lots of genes, like Alzheimer's, bipolar disorder, and schizophrenia.

They charge $2,500 per embryo.

Brian Armstrong is one of Orchid's investors.

But while Orchid focuses on diseases, other startups go much further.

— That was the CEO of a startup called Nucleus.

Its services start at about $10,000.

The company recently ran an ad campaign in New York City subways that included the tagline, Have Your Best Baby.

Scientists and bioethicists have accused some of these startups of essentially marketing eugenics.

They've also questioned the accuracy of some of these tests.

But unlike embryo editing, embryo screening is perfectly legal in the U.S.

And some screening companies say their lab-developed tests aren't subject to FDA regulation.

I definitely get the concerns, but...

As a parent who wants what's best for your kids, I can see how this can be really alluring.

But the question, though, is where do you draw the line?

And there's just so much morality tied up in that.

It also seems in a lot of ways that this story is like a case study in how the medical community in Silicon Valley just approach problems very differently.