From a marketing perspective, I'd suggest the way to shift perceptions would be to run taste test challenges similar to the ones Pepsi ran back in the day. If the burgers are as close to meat versions as they say then it could be good to have people who are reluctant to try it to at least give it a go. Even if they can still tell the difference, the difficulty in telling them apart may be enough to change the perception of the product.
Werent those shown to be flawed? My source is Gladwells books, but the pepsi vs coke taste test favoured pepsi because it was sweeter. But in drinking the full can people found pepsi overwhelmingly sweet and coke was more popular. My guess would be a similar thing would happen. You could optimise to appeal to low-quantity taste tests. but as a full proper meal a lot needs to be done (imo)
