A remarkable scenario played out in the American media recently, and beyond the import of the story itself is the quantum shift in public perception that it illustrates.

A pro-cannabis group based in Colorado called for a nationwide boycott of coffee giant Starbucks after activists spotted a Starbucks logo on the website of a virulently extremist anti-drug organization. After intense negative publicity ensued, Starbucks actually felt moved to issue a denial.

Once Mason Tvert of Safer Alternative For Enjoyable Recation (SAFER) called for the boycott, it took only a couple days until Starbucks denied funding the Colorado Drug Investigators Association (CDIA). Starbucks further said they officially took no position on the marijuana issue, one way or the other.

That doesn’t sound so remarkable until you realize that the very nonchalance, the need to be noncommital, is emblematic of the change, the bedrock reality in the politics of marijuana that has already occurred under our feet.

Read More: New Junkie Post