Marijuana has been a key component of what has been called the underground, typically being associated in some way with “jazz,” “beatnik,” “hippie” and “counter” cultures, among others. Now, its use is becoming mainstream; at least it has spread to a broader range of popular culture. Yet to move from the sub-rosa parts of the counterculture to the mainstream in the U.S., cannabis will need to move beyond the federal government’s categorizing it as a Schedule I drug and into the realm it occupies in Canada, which already has legalized medicinal marijuana and as of the first of July will have legalized recreational use. The patchwork of 29 U.S. states that have legalized recreational and/or medicinal cannabis merely makes development of a viable national business less possible. To become mainstream, a marijuana industry needs infrastructure and investments, the first of which is developing slowly in anticipation of eventual U.S. legalization and the second of which is just getting started and taking on more and more investors, perhaps too many at present. Accredited and approved laboratories to validate the product and regulatory enforcement are what the industry needs now.