strategy during a so called smoke sess were you marijuana enthusiasts to begin with? i d say so. reporter: his staff is united by their passion for pot. i was in the marine corps for five years and now i m doing this. i love them both in different aspects but i m living the green dream right now. reporter: green dream that will soon be paying real dividends. this sour plan and is our plan. there s no safety net and we re going for it. reporter: with dietrich at the helm hopes to be the mark zuckerberg of the marijuana industry. we are at the convergence of marijuana technology, social networking. ana cabrera, cnn, denver. cool story there. coming up next, we want to tell you about the world s longest running television variety show. yes, the longest running and it s coming to an end.