Right, of course! And it even makes sense for a vegan food company to make its products taste as close to meat as possible to appeal to meat-eaters expectations

Right, of course! And it even makes sense for a vegan food company to make its products taste as close to meat as possible to appeal to meat-eaters expectations about food, and decrease the amount of meat eaten in the world. It's slightly strange, though, that the first part of the pitch here is basically "the cultural desire for diamonds, including your own desire for diamonds, can be traced back to this single ad campaign" - it seems like the logical next step in that argument is "therefore, do not desire diamonds", not "here's something that looks as much like diamonds as possible, to satisfy your desire". I think it's harder to make the "unnaturalness of desire" argument with meat, though many vegans/vegetarians do try. And it's certainly not part of the messaging of the Impossible Burger.