I'm vegan, but our numbers are so vanishingly small, we're a distraction in this conversation. Essentially the ~entire market for these products is meat eaters, and I don't believe meat eaters care about what they're eating even if they pay lip service to their health, the environment, or animal rights. Meat substitutes will win in the market because the food labs will (and I believe already have) succeeded in making them cheaper and tastier. You can't add extra salt, sugar, and MSG (not there is anything wrong with it) to a 100% beef patty.

I am 100% rooting for Impossible to win regulatory approval here in the EU, even though it's an uphill legal battle. The USA leads the world in junk food technology, and we need better junk food to get us through the energy transition.