How to turn a gene for this into one for that

In June, I reported that research into a gene correlated with the presence, or absence, of altruism during an economic game was reported by Nature News as the "dictator gene" with a "link to ruthlessness." At the time, I asked:

In this case, a news article in one of the world's most respected scientific journal tells us that a genetic characteristic can lead to the worst of possible human behaviors. To the extent that this framing becomes adopted as truth, how will society react to the identification of the gene in individuals?

Now, a small firm is not only offering the "ruthlessness gene" test, but has created a target market. Genesis Biolabs is offering what it portrays as "the first genetic screen for marital success":

Screening for the "ruthlessness" gene is likely an indicator of marital happiness. Marriages born out of mutual respect and mutual interest rather than self-interest are much more likely to succeed and probably less likely to end in divorce. Is your fiancé just after your money? Those with the "ruthlessness" gene may very well be. Those with the altruistic version of AVPR1a probably aren't. Ruthless people will lie, cheat and steal to get what they want. Genetics may not be a guaranteed indicator of human behavior and motivation [genetics is only one half of the nature vs. nurture debate] but genes don't lie. Before you make a lifetime commitment, have your fiancé tested. 

These results were published in the journal Genes, Brain and Behavior. NatureNews subsequently published an article referring to this gene as the "Ruthlessness Gene"! The original authors might have preferred to call it the altruistic gene, the benevolent gene or the universalistic gene. A Google search for the ruthlessness gene leads right to AVPR1a, while a search for these other possible names does not....

Before getting married, or making a business partnership, this genetic test might be appropriate. All of our politicians should probably submit to this test.

The purveyors of this test concede that it doesn't really measure potential marital success. And Genesis also accurately points out that it was Nature News - not the researchers who discovered the gene - who cast it as the "ruthlessness gene."

This is a glaring example both of the importance of media framings, and of why consumer genetic tests - and emerging human biotechnologies in general - are in dire need of responsible oversight. Hopefully, the company's remarkably low-budget website will deter most consumers from forking over a hundred bucks in hopes of discovering if they, or their potential spouses, business partners, or elected representatives, may secretly be jerks (at least at the genetic level).