On the other hand, Swedish fast food chain Max has a pretty good "plant beef" burger made of wheat and soy protein, and it costs the same as the meat version.

I guess with Beyond and Impossible you pay a hefty price for their marketing. Or for irrelevant features: Didn't one of them put a lot of research into making a "bleeding" plant burger? Bleeding may be relevant in some settings, but not at Burger King where you always get your burger well done (AFAIK).