I would argue that being cheaper would be a positive selling point, rather than a negative one. Consumers know that producing meat takes a lot of time and effo

I would argue that being cheaper would be a positive selling point, rather than a negative one. Consumers know that producing meat takes a lot of time and effort, and is therefore expensive. They also know that vegetables are much cheaper than meat. Personally, I'm not going to try an Impossible Whopper if it costs more than a normal, meat-based one, because in my mind it should be cheaper, and I'd feel like I was getting ripped off by excessive margins.