First as I have stated in the past the app has migrated past just being a Marijuana users app. Watch the videos that I have posted for you. That claim has been debunked.
Second I believe Russes major influence for joining forces was for the growing together brand and for the Charlotte high rise. Plus was a cheaper alternative than creating his own IPO.
Third. JLee summed up the reasons for why he would associate himself with a company such as this perfectly. Even the company that I work for which is global and has had nothing to do with Marijuana in the past is exploring opportunities on how to gain a piece of that market share.