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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.