That word is stigma. And nowhere is it more alive than in the way we talk about drug use and treat drug users. Somehow, we went from Reefer Madness to Gwyneth Paltrow, Cannabis Entrepreneur, while Big Pharma stole Big Tobacco’s Public Enemy No. Somehow, we went from Reefer Madness to Gwyneth Paltrow, Cannabis Entrepreneur, while Big Pharma stole Big Tobacco’s Public Enemy No. Even now, the word “pleasure” and its attached significance are conspicuously absent from our conversations around drugs.