During the US gold rush of 1850, there were two main ways to cash in. The first was mining for gold. While some prospectors did strike it big, many went broke and never found a thing. The second way to capitalize on this big event was by selling picks and shovels to miners. This didn’t offer the huge upside potential of finding gold, but it was less risky and still profitable.
I see the same dynamic unfolding in today’s cannabis industry. You have companies that are looking to strike it big with direct cannabis sales, and you have companies sitting in the shadows while playing a supportive role and making money.