'Personal use' covers propagation and breeding by an individual, for non-commercial purposes. Nobody's saying -you- can't try to propigate or breed them, but you could be libel if you try to make money off the endeavor.
In this case I would say the patent system is working as intended, in that it gives some protection to LightBio's investment into creating the firefly. While I would LOVE to see an expanded variety available from other -commercial- growers (with MUCH larger operations and funding), I don't want it to be at the expense of LightBio's effort, or the commercial success they've earned for creating it in the first place.