Commercial Gene Therapy

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I got back into Bioshock recently, which begs an interesting question:
Will gene therapy and similar medical treatments be commercialized in the future?
I mean, we could pretty plausibly develop the tech to make a person stronger, have clearer skin, smarter, live longer, etc.
I'm not talking full-on superpowers, but does it not make sense? I think this would be a really profitable business. Maybe we could even have custom-made children.