it probably doesnt work unless everyone(everywhere) is disassociated. 23&m may be shutting down, but they can sell their annonymized data to one of the other gene-test/cataloging companies and all it takes is a cousin who is a client in their db to link up a name.
whether someone will do the detective work to tie the all the online identity data available to a gene profile is the question. some google/facebook/etc may have already done all the work and it becomes a simple db deal with whoever buys the 23 data.