The problem is they've got to play this game very carefully right now as the black market is still well established and providing to many people.
They need to both drop prices (which should happen once more supply spins up) and start raiding illegal dispensaries and mail order shops if they want to convince people to stay in the legal system. From what I've seen on reddit - we need to see a significant price drop and potentially quality improvement before many existing regular users will be convinced to switch.