I think what companies who want to cater to vegetarians and vegans should do is focus more on providing plant based foods that AREN'T pretending to be meat. I'm not a vegan, never have been, but I quite like a lot of vegetarian foods. But I tried a beyond burger once just out of curiosity and it just... smelled wrong. There was something about it that put me off immediately on a primal level. My guess is that sales surged initially as curious non-vegans tried the fake meat, only for most to realize that it wasn't nearly as tasty and go back to actual meat, leaving the main customer base as vegans trying their best to convince themselves that no it tastes good actually. Providing options such as grilled vegetables that are actually super tasty is a way better idea than just trying to mold weird processed plant matter into a vague approximation of "meat".
