This fake meat push is going to backfire hard on them. All of the meat substitutes taste like garbage to me and I avoid them at all costs, even the more premium ones that they try to peddle that supposedly taste exactly like meat, don't. Never understood what was wrong with the black bean burgers the hippies ate years ago? If they were seasoned right, they tasted great! They weren't trying to be meat replacements, instead they were their own thing with its own unique taste. Yet no restaurant near me sells them. Instead we get this synthetic tasting garbage with pea protein as its primary ingredient. No thanks.