they were pitching ranged from the most mundane business and financial services to paraphernalia long the sole province of head shops, augmented by high tech, jason levin and jessica riley were here with their spyre, sort of an e-cigar. why is it better than a joint, or in this case a blunt? >> for one, it's vaporization, so you're not taking in carcinogens and you're not creating any kind of that tar, or residue, that's going to clunk up your lungs and cause you to cough and wheeze. >> reporter: well, without necessarily buying the health claims, the aim seems straightforward enough: a standardized, regulated product. arcview co-founder steve deangelo. >> sadly, today, the cannabis consumer in most places around the world is in the same position that the meat consumer was in before upton sinclair wrote the jungle, and we had modern sanitary regulation. >> reporter: it's a problem one significant segment of this budding industry addresses. >> my-dx will empower manufacturers, distributors, regulators and consumers to test the safety and potency of cannabis. >> reporter: daniel yazbeck helped invent my-dx, a portable pot analyzer. >> now that's going to vaporize th