"Eugenics" refers to a "good" (eu) "birth" (gene). Galton defined it as all things improving the inborn qualities of a people, and all things that "develop them to the utmost advantage". The new companies engaged in this are involved in positive rather than negative eugenics.

Embryo selection, editing, etc.: improving birth quality via promoting good (positive eugenics). Most accept preimplantation genetic testing. Mass sterilization and such: improving birth quality via curbing the fertility of "undesirables" (negative eugenics). Few accept this.

No one is promoting the latter. Plenty are promoting the former. As regards the lesser-known environmental part of Galton's definition, that later became known as "euthenics", and it became a major part of "home economics". Schools used to regularly have classes including it.