Yes, part of the problem is that people, at least in our country, do not generally understand the difference between "dieting" to temporarily lose weight and eating a certain style that is also "diet". The distinction is made very poorly in our society.
Choosing the correct "diet" in terms of what kind of eating lifestyle a person may benefit from is really what this company is suggesting the results of its test will help a person do. Unfortunately, the concept gets interpreted by too many as the kind of diet that promotes temporary weight loss.
Genetics most definitely does play a part though and we don't want to underestimate just how much of an effect it can have (even though the mechanism is not completely understood). Still, I don't want it to become a scapegoat for poor food and exercise choices either.
As for the diet industry, I don't know what you are referring to but there are a lot of helpful products on the market too that are tested for purity of substance and have research backing their claims. I don't want to throw out the baby with the bathwater so to speak and label the entire nutritional supplement industry a fraud (if that is what you are talking about). Of course, supplementation only helps a proper diet tuned for the individual along with exercise.