Truffles are like wine. The taste isn't the product. The product is the backstory, the where and how of the production. Those paying top dollar want their food to have a biography of picturesque farms tended by hearty farm folk, with a few inoffensive Labradors throw in. The boots and pants can be muddy, that shows that they are close to the earth. But never the shirts. No self-respecting farmer would dare be seen in a dirty shirt.

This is fashion food. They will pay extra for the lab-grown stuff once fashion shifts back away from the dirt and towards 'clean' synthetics.