Word of mouth precedes him. This horse is out of the barn as the market is telegraphing. Some say it's the world's best advertising as it is exponential. The entrance of Cannabee with her 4000 followers (as you have noted) on FaceBook and Twitter -- modern day word-of-mouth -- seems to have changed the SK awareness equation markedly. I'm reminded of pre-internet Ralph Waldo Emerson (obit 1888):  "If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbour, though he build his house in the woods, the world will beat a path to his door."