I buy ethically raised %100 pasture raised ground beef at ~$6/lbs from whole foods, and a 1 lb packet of "beyond burger" is even more expensive than that at $11/lbs (!) at the same shop. There is barely any profit margin in beef, while beyond burger does have relatively healthy one at that price looking at the ingredient list and price. I can also buy a quarter cow for $8/lbs locally raised similarly. %100 pasture raised is how you think it is, eating grass in some field for %100 of it's life, protected from predators, which is pretty much the type of life it would have in the wild with less stress. Not to mention it's better nutritionally than the standard %75 pasture raised / %25 grain finished beef you buy at a costco.