[joshjob42]

I think the idea was actually that it would give people who like the taste/texture/experience of meat an option to skip meat, and lower the bar for people to eat a more plant based diet, not cater to vegetarians or vegans.

I'm not vegetarian or vegan, but I think eating meat is morally terrible, I just can't be bothered to go through all the trouble to not eat or use animal products when they're everywhere, cheap, and taste fantastic. But I enjoy Impossible's products immensely, and follow the artificial meat and dairy field closely, and have been long a champion of these efforts so as to make it easy to not cause any harm to animals rather than it being a royal pain in the ass.