More than 110 people are scheduled to testify at today’s FDA hearing on CBD

In other words, the FDA recognized that “CBD now is too big to fail,” as Jonathan Miller, general counsel for the trade group US Hemp Roundtable told Quartz in December. (Earlier this week the Transportation Security Administration, or TSA, also recognized the distinction between cannabis and hemp-derived CBD.) Miller, whose group represents CBD brands including Lord Jones, Charlotte’s Web, and CV Sciences, is among the many who will address the agency today. He’ll be joined by scientists, consumer advocates, health professionals, patients, retailers, manufacturers, medical researchers, agricultural experts, and scientists—and that’s all before the one-hour lunch-break. The marathon schedule of stakeholders demonstrates this molecule’s potentially massive impact on US health, culture, and corporate bottom lines.