Like a lot of Americans, I grew up eating lots of hamburgers and hot dogs, and while I think vegetables are delicious in their own right and don't need to imitate meat, sometimes I just want a burger. And sometimes I just want a junk food fast food burger. That new impossible whopper at Burger King is really good. I don't think I'm alone in occasionally wanting the familiarity of the food you used to eat. Beyond Meat/Impossible satisfy that.

(I'm vegetarian, not vegan, fwiw)