They might have believed: * This tastes almost as good as real meat, and better than some shitty burgers I've had. With some development it'll be indistinguish

They might have believed: * This tastes almost as good as real meat, and better than some shitty burgers I've had. With some development it'll be indistinguishable. * I'm not a vegan myself, but vegan products are a growth sector so we can make money there. I've heard veganism is popular with young people who worry about the environment, so the fact none of my 60-year-old golf buddies are vegan doesn't mean it's not a good opportunity. * The world's population is rising, and countries like India and China have a growing middle class. Even ignoring veganism and environmentalism, demand for meat is likely to rise. A company with good quality substitutes and the ability to increase production fast could be well placed to capitalise on this. * Lab-grown meat could revolutionise how we eat - why shouldn't every steak be perfectly marbled A5 Wagyu Ribeye, if it's being 3D printed in a lab? People who invest in the right company could make a fortune! This company isn't precisely that, but they've got a product I can taste right now, and it tastes pretty good to me. * I need to polish my reputation, with some ethical investments to counterbalance all that money I've given to scumbags and scam artists. I'll invest the loose change I found down the back of my couch in this burger company.