But the downside to this approach for cannabis is that it puts too much emphasis on supply-chain processes that may become commoditized, and a rudimentary focus on capacity doesn't capture how the early movers in this market can differentiate themselves. The industry's novelty also distracts from what can be a challenging business from an operational standpoint. For example, Aphria Inc.'s share price increased more than elevenfold over the last five years, but in its latest quarter the business was hamstrung by supply shortages and packaging issues.