I see this repeated a lot, but I have a very hard time believing it matters at all. It’s just as easy to grow tomatoes and the result is significantly cheaper and tastier than what you can buy in stores, yet I doubt anyone would say tomatoes are significantly less profitable because of it. Even in my own state where growing weed is legal I’ve heard of exactly one friend who grew their own, and that was a one time novelty rather than a real supply.
The reality is that the vast majority of customers prefer the convience of pre-packaged and pre-portioned weed products over the cost savings of growing. In fact, if anything the trend is towards more convenice (edibles, single dose vapes, delivery services) rather than away from it. The profit impact of those who do choose to grow will be extremely tiny.
Also, I haven’t read that particular book, but the growing difficulty depends on the variety. I can personally attest that growing cherry tomatoes is extremely easy (they’re commonly recommended as a “beginner” plant.)
The thing about weed is that it's not an industrial product. A 15 year old can easily grow enough weed in his bedroom to keep himself constantly high. This is Really Bad for profits.
So Juul is valuable because big tobacco sees an opportunity to revive tobacco sales aka nicotine Juul cartridges, while also replacing soon-to-be-legalized ordinary marijuana with weed-themed Juul cartridges. It's a two-pronged strategy.