>there's some social or moral incentive to avoid real meat, that adds value to plant based alternatives.
This is missing the key point that like 95% of people in the world are not vegans, don't find any moral issues with eating meat, and thus produce zero social pressure. Fungi burgers MUST come with an actual benefit for the majority of people. It needs to be seen as some combination of "Tastey", "healthy", "cost effective". If fungi burgers were $2/lbs and tasted pretty close to a beef burger, then people would flock to them. The problem with Impossible burgers were worse, more expensive, questionably "more healthy" and entirely relied upon the moral/social issues which only mattered in a few small slices of society.
This is missing the key point that like 95% of people in the world are not vegans, don't find any moral issues with eating meat, and thus produce zero social pressure. Fungi burgers MUST come with an actual benefit for the majority of people. It needs to be seen as some combination of "Tastey", "healthy", "cost effective". If fungi burgers were $2/lbs and tasted pretty close to a beef burger, then people would flock to them. The problem with Impossible burgers were worse, more expensive, questionably "more healthy" and entirely relied upon the moral/social issues which only mattered in a few small slices of society.