Cannabis scientists are chasing the perfect high

Chemists at some of the biggest legal-weed companies are after an elusive prize: a predictable, reliable product
The New York Times Magazine (US)
Wednesday, April 1, 2020

us buying marijuana dispensaryThe cannabis business has arrived at a critical moment. Now that pot has become something like a regular consumer product, customers are increasingly seeking the same “proven consistency” they expect from potato chips. The financial stakes are clear: Despite lingering prohibitions in 17 states, legal cannabis is already an $8 billion industry in the United States. Domestic sales of alcohol topped $200 billion last year. But to make cannabis as popular as booze requires solving that original problem: It’s hard to imagine millions of people becoming new recreational users without being able to promise them that the product they’re spending money on will give them the effect they want. (See also: Cannabis researchers want to take the mystery out of weed. Here's why that's a mistake)