I had read a lot about their synthetic process in reproducing heme, which gives meat the iron-y taste. They also had some marketing videos about how they introd

I had read a lot about their synthetic process in reproducing heme, which gives meat the iron-y taste. They also had some marketing videos about how they introduce fat, because real chuck has different degrees of leanness. So I was expecting something close to meat, with maybe some weirdness in texture. In reality, it was much closer to a Boca burger but tastier. Basically if you take a burger and remove 50% of the juice and , 25% density, the crumble, and cook it well done. If it were in the grocery store, I'd still buy it over Boca, but my expectations of it being like-meat but healthier were not met. I wouldn't serve it to real burger loving carnivores. I'd say its kinda false advertising, but I get why they did it...it definitely got us intrigued.