The people talking earnestly about weed have evolved from those poncho-wearing kids in your study hall to venture capitalists and executives in suits.

Legal cannabis products and services are projected to be a $50 billion industry by 2025. California, by far the largest current market for medical marijuana, will allow the sale of marijuana for recreational use starting in January. Seven states plus the District of Columbia already legalized it.

Acceptance of marijuana use has been growing steadily: 60% of Americans opposed legalization as recently as a decade ago, but that figure has flipped so that almost 60% are now in favor.

Spearheading this change in attitude was legal medical marijuana, taken to combat pain and side effects from cancer treatments, as well as other ailments. Since 1996, 29 states have legalized medical marijuana. A study in Washington found a quarter of cancer patients now use it, and 90% asked their doctor for more information about its use. And marijuana today is advocated as one way to curb the need for pain-killing prescription drugs that are at the root of the country’s opioid epidemic.

While buyers in their 20s account for about 40% of the market,cannabis’ broadening use as a painkiller is undermining the pot-buyer stereotype. For every frat boy with a gravity bong, there’s a granny with her tea.

States have their own powerful incentive to go full legalization: potential billions in sales taxes. Colorado has taken in over $500 million in taxes and fees since recreational retail sales began in 2014.

All of which is to say that weed is big business, and attracting the gaze of venture capitalists and entrepreneurs. Think not just of bud and edibles, but all the ancillary products and services the industry will help launch. That means delivery apps for your pot or your munchies, or the Blue Apron for cooking with cannabis.

Emerging marijuana businesses also require marketing, branding, big data and analytics, and ag tech to improve efficiency for growing and harvesting. Police departments will need better tools—think weed breathalyzers—for determining when drivers are impaired. All together, these additions to the economy could add up to a quarter of a million jobs.

Will it last? Obama-era guidelines told federal law enforcement not to interfere with legalization efforts on the state level, but it remains to be seen whether Trump’s Justice Department will attempt a crackdown.

For the moment, though, a rush of competing brands has forced prices to drop. A study conducted between the Wharton School and PROHBTD media, an online pot-centric media and brand building company, found the price of the average item purchased in dispensaries has dropped more than $18 since 2015.

You might say there’s never been a better time to buy.