My socks don't blow off often; they did when I read this PR. It's bigger and better than I expected. In fact, based on my limited knowledge/insight, I find it downright brilliant.

Branding away from Rocky Mountain High. End-roading the CBD legal morass by using industrial hemp. Strong product differentiation. And more.

A highly, highly professional process seems to have brought us to this PR. Marketing/legal/product development/etc. all collaborating to find a winning niche in the product ecosystem.

Later this week, news about Mexico? A twofer would transform the PPS. (Hell, this one alone will.)