As a fellow vegetarian, I agree with not liking non-meat meat products that are too close. But, my transition was a long one. My family was very much carnosaur. I was told that I need to "expand my horizons," which meant eating new and different types of animals. (I not many that I haven't tried.) When I met my wife to be, who was vegan, that made me rethink my diet. She introduced me to many new cuisines, notably Indian and Thai, that feature dishes not based around meat.

At first, it was deciding what new vegetarian things to try, and what choices I was going to give up. I've come to realize that a lot of people identify with food. For some, it's a family thing to have a big burger. For others, whatever non-meat products they have had gave bad experiences. I can't tell you how many people I've met who say tofu is horrible. To be fair, most places or people have no clue properly prepare it; thus, the very idea of a non-meat substitute is killed.

I've tried the burger. It's impressively too close to the real thing for me to want to eat them. Yet, it is my hope that the impossible burger will be one of many avenues for people to make a transition to a more sustainable, ethical and healthier diet. In turn, I hope it ups the game for other companies to look at vegetarian options that are prepared well.