At that particular meeting (WSC in Boca) perhaps Ziv wanted to distinguish the company from the public Canadian LPs, e.g., growers and suppliers of cannabis for "MMJ". OWCP is MMJ pharma in the same space as GW$H, not WE$D.

I recall Ziv's comments being, "we want to go toe-to-toe with GW".

In Tech it's not at all unusual for an upcoming company to cite a successful company in their description. I've heard the phase "We are the Uber of..." more times than I can count.