There’s much more to cannabis than THC—for solid proof, look no further than the CBD boom—but when it comes to moving product on the legal recreational market, only two numbers matter: the list price, and the THC content.

Super-potent cannabis flower, with THC percentages of 25 percent and up, dominate dispensary shelves. High-THC cannabis will sell out very quickly while lower-percentage weed gathers dust.

When cannabis tests at more than 25 percent THC, dispensaries can justify charging $75 or more for a store-bought eighth—because there’s a very good chance people will pay it, confident that they’re taking home the best and most potent weed available. If the weed’s in the teens, well, it had better be cheap.

The problem is that this is all wrong. All of it.

THC shopping is almost as bad and dumb as buying wine based on how cool the label looks (which is also how some people buy weed).

Not only does THC content have nothing to do with how “good” the weed is, as recent research conducted by the University of Colorado and published in JAMA Psychiatryfound, THC content is also a poor indicator of potency. [Read More @ Forbes]