The best weed on the market is already close to being as good as it's going to get. The real trick is going to be establishing brands with reasonably consistent quality. Right now even if you only go to the dispensaries with the highest Yelp ratings, it's still hit or miss on any given strain.
What I think you will see though is that people who smoke Philip Morris weed will start getting cancer, in the same way that smoking didn't cause cancer until PM starting making cigarettes. (Because of all the chemicals, the filters, and the fact that they're grown in radioactive soil w/ fertilizers that bind to uranium.)