But they're bootstrapped and using their own money, not defrauding investors

True, but on the other hand they have an actual prototype and they don't seem to be going around charming VCs... also, I didn't see anywhere they claimed to be able to diagnose or discover any disease.

So as opposed to bilking the ultra-wealthy to invest in a bunk idea, at worst this seems to be enticing them to pay for an at-worst expensive and possibly useless service. On that scale, it's downright ethical.