RE:RE:Tilray: Cannabis Legalization could be sooner than expected It would take many years for Tilray to build brand recognition in the US. The MSOs have been building their brands as we have in Canada. The only way for Tilray to succeed on par in the US will be to aquire an MSO brand. The better the brand, the higher the price.Irwin was very casual when he spoke to buying an MSO once legalization happens. If he isn't able to get a popular MSO onboard we will be behind the 8 ball at a critical inflection. It's a big gamble strategy that could go either way for shareholders.