There’s a big difference even in craft brews for example between those who do it because they love beer and they love making beer and those who just want to cash in on the fad. Those who really put the time in and love learning every facet of the craft are able to continually produce new product that the public loves. And in reality they wouldn’t even care if they profited from it as it’s a labor of love. It is what they were meant to do.
It takes a special person to learn the plant, history, genetics, tricks, methods, styles, fads, taste, effects and so on. Those who just want to get a buzz will never comprehend it on the same level but those who put in the effort and take the time to perfect the craft will always have people lining up to share in that joy.
It’s like the old Italian pizza shop owner who loves what he does and everyone loves him for it. He is passionate about his pizza and it shows. Sure you can buy dominoes, Pizza Hut, papa johns or whatever but why would you? He makes the best pizza in town and loves doing it. Sure the guy who owns the pizza chain might be rich but he will never make a pizza at scale as good as the Italian who still tosses and stretches his dough.