Imagine cellular activity as an industry zone, its not just what you can or can not make, its also 'for what concentrations of chemical species, what transcription rates should be used' so apart from the discrete Mendelian aspects (like what eye color or what have you) there is also a concensus sequence and deviations from consensus. They mention the dataset captures non-coding DNA, which should imply promoter sequences. Will it be possible to query the atlas for joint probabilities of promoter and putative target protein occurence in human genomes?
Personalized medicine could never credibly take off as long as promoter sequences were excised before sequencing!