The full title of TFA: "Fake Meat Was Supposed to Save the World. It Became Just Another Fad Beyond Meat and Impossible Foods wanted to upend the world’s $1 tr

The full title of TFA: "Fake Meat Was Supposed to Save the World. It Became Just Another Fad Beyond Meat and Impossible Foods wanted to upend the world’s $1 trillion meat industry. But plant-based meat is turning out to be a flop." It is of course possible for any business to "flop", whether or not it makes good products. A "$1 trillion meat industry" with influential interests is not going to transform (much less disappear) suddenly. Consumers of meat products, like people who seem to need bigger and bigger vehicles, are accustomed (conditioned) to viewing their needs a certain way. The failure of a business that sought to deliver a product that would change the above is not a surprise. For sociological context, consider (as TFA states) that McDonalds is still selling its plant-based product in markets outside the US. None of this changes the principles of vegetarianism or veganism. These practices have existed for a long time and for good reasons.