Via Fox News, an article illustrative of present levels of investment in the stem cell banking industry: "Sir Richard Branson will launch his most controversial business to date as he moves into stem-cell storage and the biotech sector ... The Virgin-branded company will be launched next Thursday and is expected to offer parents the chance to put the umbilical blood of their newborn children into cold storage. Scientists believe that future advances in medical technology will use stem cells to cure diseases such as Alzheimer's and cancer. ... Public cord storage is becoming more common, particularly in the U.S., but there is also a growing private industry taking advantage of the promise of these cures." It's a form of insurance in an uncertain world; as I've pointed out previously, it's an open question as to how rapidly the advance of biotechnology will render stored cells moot. But if the cost becomes low enough, why not bank the cells anyway? The sure way to lower cost and better service is more investment and competition between service providers.