It's fundamentally a bet that the technology is now good enough to unlock a market (basically the same as betting on Tesla a few years ago). The value prop is the tech eventually moving down-market and becoming a filler in some yet unknown 60/20/20 (just pulling reasonable sounding numbers out of my ass here), with the last 20 being plant based, ground beef that will be so close to conventional ground beef that consumers will default to it and billions[1] of pounds a year will fly off the shelves of Walmart, Costco and the like.

[1] https://data.oecd.org/agroutput/meat-consumption.htm