I think that is just being realistic, what they are trying to do is very capital intensive and requires a ton of money to bring a product to market, costs related to testing, FDA approval, manufacturing, distribution, marketing. It is not cheap, and though this is still a young growing market there are a ton of products already out there so for a young market it is very crowded space.
Go to a shop in Colorado or Cali and see how many products are out there that are similar, you will realize there are a ton