I've joked before that if I ordered an Impossible Burger and got served a regular one, I wouldn't know :)

It does feel kind of weird eating it. There's definitely a part of my brain that protests when I take a bite. But it's also kind of novel, and I do still occasionally miss meat -- there's also a part of my brain that feels really good while I'm eating it. I like what they're doing, and I'm happy to occasionally grab one when I see it offered.

The thing is, vegetarian food is already really good -- I don't feel like I have a problem finding tasty, nutritious non-meat dishes that are filling, satisfying meals. And that's getting progressively better, not because new foods are being invented, but just because restaurants are getting better at adding vegetarian dishes that aren't just token options. I don't think there's a need for a brand new breakthrough in that area. There is no need to swoop in and invent a compelling dish for vegetarians, we have plenty of them.

It's the space in-between vegetarian and carnivore that needs innovation.

There are vegetarian meat-substitutes that I already avoid because my aversion to feeling like I'm eating that specific meat outweighs the novelty, even though they're not that convincing. I still think it's fine to have these kind of weird "in-between" foods -- my "I don't want to be reminded of that" is someone else's "this is close enough that I could give up or cut back on the real thing." I first started down a vegetarian route once I found a taco-meat substitute that I liked; I might not have even made that initial decision to start cutting back on meat if that product hadn't existed.