Long reads from PacBio, Oxford Nanopore, and 10x are also exciting. This new tech coupled with HiC for scaffolding and single cell sequecing brings up the possibility of complete knowledge of your genome, the collection of strains in a metagenome, or all the types of cells in a tissue/cancer sample.
Their current scale-up of instruments I think means that they're looking to aggressively push into diagnostic applications.
The lack of competition is unfortunate however.