I wonder about that claim. I've never seen the Impossible Burger, for example, pitched as a bridging mechanism. It seems to be purely about food substitution

I wonder about that claim. I've never seen the Impossible Burger, for example, pitched as a bridging mechanism. It seems to be purely about food substitution with no expectation that someone would phase that substitute out as they adapt to a plant-based diet. I feel like the pitch is "hey look, you can be vegan/vegetarian and not miss the meat-based foods you love so much!" i.e., you can have your vegetarian cake and eat it, too. But that then gets back to, why switch at all? If it's about ethics, these products make sense. If it's about health, it makes a lot less sense to me.