Two weeks ago, Coca-Cola reacted to rumors that it had begun talks with a Canadian cannabis provider about creating a wellness beverage with cannabidiol (CBD), a non-psychoactive cannabis ingredient. The very idea that one of the world’s most iconic brands is considering a "Coca-Cola Cannabis" shocked the market. Look no further than Aurora Cannabis, Coca-Cola’s potential Canadian partner, which saw its stock price increase more than 300% over the past year and fueled a Q4 revenue increase of over 220 percent. Tilray, a separate Canadian cannabis company, also experienced its stock price ballooning in a market frenzy that I wrote about last month. Day in and day out, industry leaders, cannabis crusaders, and market analysts alike have said everything from "full-speed-ahead" to "brace-for-impact," making it clear that the future here is anything but certain. Everyone has seen the smoke signals and everyone has different ideas about what they mean. But even though many people are saying many things, everyone is saying something.