What 10xgenomics changed

• Removed the prominent "Now Shipping" banner and "Atera has arrived" headline from the main page.
• Added new links to the footer under Resources, including Support Hub, Blog, and Compatible Products.
• Updated the Publications link in the footer to a full URL.

The removal of the "Now Shipping" headline for the Atera platform suggests the initial launch phase is over. The site is also expanding its footer to make support, blogs, and compatible products easier to find.

• Added multiple StackAdapt advertising cookies (sa-user-id, sa-user-id-v2, sa-user-id-v3, sa-user-id-v4).
• Added a Bing analytics cookie (MR).
• Added a new bot detection cookie (_pxttld).
• Removed the Google NID advertising cookie.
• A footer section containing links to the Blog and Support Hub was truncated or removed in the latest version.

The company is likely starting new paid advertising campaigns. They added several tracking tools to follow what people do on their site and show them ads on other websites later.

• Updated the main headline from "Introducing Atera" to "Now Shipping # Atera has arrived."
• Added a link to a press release about global shipments and early customer plans.
• Replaced a technical description of Atera's throughput with a promotion for "Catalyst Research Services."
• Added a low-barrier entry point: researchers can now start with just one slide through the Catalyst service.
• Updated navigation links to include a specific page for Atera Catalyst.

The Atera platform has moved from a pre-launch announcement to active global shipping. They also introduced a new service called Catalyst to lower the barrier to entry for researchers who want to try the technology without buying the full instrument.