With it, those involved in the controversial business are becoming more care free.
And one entrepreneur is on his way to becoming the new King of Instagram with wild social media postings of scantily-clad ladies, private jets, and cannabis.
Michael Straumietis, the CEO of Advanced Nutrients, is the acknowledged worldwide leader in developing marijuana-specific nutrients and supplements.
The firm, based in Canada, specializes in making products for medical marijuana manufacturers and cannabis growers.
At 6ft 7in and with a name that serves as a tongue-twister, he has gained the nickname that has earned him a notorious identity.
Now he flaunts his lifestyle that takes him across the world to various conferences and party cities where he promotes his trade.
Even though he has had brushes with law, with his grow houses close to being raided, he operates a multi-million dollar empire.
Born in Portland, Oregon he came from a lower-middle class family. But his father died as a teenager and his mother became a drug-addict.
When he was 19 he started a lawn fertilizing company as he didn't want a run-of-the-mill job.
Then, when he was 23, two friends told him how he could make lots of money. He started growing marijuana and honed his techniques to the point where he has built an empire.
He found some guys who were ex-DEA, FBI, and RCMP officers who used to run wiretaps on people, and hired them to teach him how to sweep his homes, vehicles, and businesses for bugs.
But it didn't stop them from staging a manhunt for him as his business grew.
He has had stints in jail, but still openly admits what his products are used for.
In a profile for Growing Underground, his desires to get into the business are set out.
It reads: 'Not only did he have a deep love and fascination for marijuana, but he also didn’t want to live the way he saw just about everyone else living - strangled by the ironclad grip of society’s status quo.
'He flat-out refused to take orders and march around like a good little robot.'