A well-worn and tear-soaked origin story, vaguely reminiscent of biblical incarnation, tends to accompany press reporting on new fertility ventures. Once upon a time there was an ordinary Californian woman with great LinkedIn connections who was trying for some particular goal in the reproductive cycle but failing. Next, after a suitable period of baffled incomprehension at the limits life suddenly had placed upon her, she had the stunning realisation that her experience was shared by many others too. And lo, the idea for a particular new innovation was conceived! Lots of doors were closed in her face as she tried to find a home for her germinating idea, but eventually she overcame the odds, and gave birth to a bouncing biotech start-up.