I think the intended audience is current meat eaters. Based on the marketing materials I've seen, it seems they're trying to push the fact that it's a much more

I think the intended audience is current meat eaters. Based on the marketing materials I've seen, it seems they're trying to push the fact that it's a much more land and water efficient way to make burgers. It's arguable whether it's possible to slaughter cattle humanely; personally I'm skeptical. As for why most cattle isn't raised more humanely, it's because it's cheaper not to.