The Fake Meat Industry's Quest To Make Faux Taste Real : NPR

Makes tremendous good sense....

"KUMMER: Well, in fact what everybody who's making these alternative says is I am not aiming for the vegan market. I'm not going to make a dent in the environment if I'm only trying to appeal to vegans. And so other companies - for example, Hampton Creek which makes just mayo from isolated vegetable pea proteins, which is the chief ingredient in the Beast Burger from Beyond Meat - they won't even use the V word. What they're interested in doing is bringing a affordable, wholesome proteins to the widest masses that they can because if you give people something cheap and usable that tastes good and they don't need to buy something that harms the environment or, you know, in the case of animals, animal welfare. It's a big motivation for a lot of people who get into it. Just give people what they want, what they can use and what they can afford."