I’d add to that: big brands make vegetarianism more palatable to everyone. If I’m stuck ordering a salad at a bad restaurant, I’m more likely to be mocked by meat eaters than if the restaurant sells good burgers (esp in the US). When I was in the states recently and the restaurant had an impossible burger, instead of people saying “why are you vegetarian? Where do you get your protein?” people said “oh, the impossible burger, yeah I tried that recently and really liked it”. It was a very pleasant change.