There are few business sectors that have collapsed as dramatically as cannabis. Once projected to generate billions in new business, radical social reform, job creation, and rapid growth, the industry has devolved into a commoditized race to the bottom. But these days, with competition everywhere, profits have collapsed and no one has been able to figure out how to compete at scale on anything besides price. From one angle, this was just a case of too much supply for too little demand. From another angle, commoditization was always inevitable. But market correction shouldn’t mean collapse. What’s left today is just business - regulated, fragmented, ruthless, and perfectly competitive where only the smartest survive. Every industry has its gold rush. For cannabis, the “Green Rush” started in 2012 when Colorado and Washington became the first U.S. states to legalize recreational marijuana.