I think the way this shakes out is that the plant-based meats like impossible burger and beyond burger marketed to people who don't eat plant focused diets to p

I think the way this shakes out is that the plant-based meats like impossible burger and beyond burger marketed to people who don't eat plant focused diets to pull them away from meats whereas vegetarians typically don't like the high processed component and prefer the vegetable based patties. Seems to be the common thread that I hear when I talk to people who are vegetarian. I myself am omni but prefer the vegetable based burgers. To your point though the vegetarian 'natural' nutty flavor is for the most part a learned palette through exposure.