I assume it also has to do with his mental state at the time &c &c. All in all this a double-blind randomised control experiment isn't.
For a local newspaper in Denver, an article that says "Go down to ye ol mary pub, and get this nug its the bomb" will be relevant for most who read it.
If you read it online from Flordia, and then buy the "same" Lemon Skunk from your street dealer in Orlando, of course you are going to end up with a different product...