I think the expectations are too high for plant-based meat. By going straight for mass-market "burgers", they're putting themselves into a hard situation where

I think the expectations are too high for plant-based meat. By going straight for mass-market "burgers", they're putting themselves into a hard situation where they've got to win over disinterested comfort-food-only consumers. Even if it were perfect, it's just not going to work with that market. It's like they're trying use Tesla's approach for cars but skipped over the part where they introduce this stuff to high end consumers like Tesla did with the Roadster. I think plant-based meat would do better if it were introduced in fancy molecular gastronomy haute-cuisine and then more as an ingredient in mainstream stuff than as a mass-market centerpiece menu item like a hamburger would be. That would give it a chance to work itself into food preparations where it really shines and is not merely "a replacement" for the real thing.