Totally agreed, on both points. I think selling "fake meat" to meat-eaters is missing the point (as they could just as easily eat the real thing), and selling "fake meat" to vegetarians is a weak offer (as it reduces them to imitating meat-based recipes).

As an example of your second point, one of the more succesful alternatives in NL is Valess [1], which mostly comes in the "burger" form factor but does not try to sell itself as imitation meat.

[1] https://www.frieslandcampina.com/en/brands/valess/