The Marketing Problem With Cannabis

I think the biggest problem that happened here is they overestimated the potential market for cannabis in Canada. They also were relying on you know, they just didn't have the data to make these good decisions or they were making assumptions. Even if you had a decent idea, first it was an illegal market. And second, even if you knew for sure, you didn't know for sure to what percent of people want actually switch from illegal to legal. So there's a marketing brand recognition cold start problem that I don't see changing at all. If you have a distribution problem via marketing, how are you ever going to differentiate yourself?"