The Apothecary has already been featured in a Westword restaurant review, which I recommend people read if they haven't already. Certainly, television would raise their profile, but the DEA would have to be in a coma to not already know about them and their activism/zeal for MMJ. They're a politically active couple according to Westword, with connections to the Obama and Polis campaigns. I don't know their motivations, but I don't think it would be out of the realm of possibility that they view the television show as a chance to push the envelope, and perhaps create a test case for politicos like Obama and Polis to influence. Given their connections, I doubt they need the advice of people here with no legal backgrounds. I suspect they're well-advised by legal experts and working from a plan.

That said, the DEA's move could be causing those plans to change. It's a fluid situation.