The California wildfires this year have destroyed numerous pot crops as can be seen here
and here
... my research leads me to believe there is a very high probability that many California dispensaries will face severe product shortages before the end of jan 2018 ... if the product shortages occur as I suspect, the shortages will result in nationwide media coverage like this;
The combination of California's historic move to recreational legalization & the high probability of product shortages will result in media coverage that is so extensive - that if you had to buy that amount of publicity, it would cost many many hundreds of millions.
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