Some of my favorite food is vegetarian. None of it is in burger form though: paneer curry, falafel, tofu, beans, etc. I think this imitating meat thing kinda swings and whiffs; they could have gone down any delicious not meat tasting route and put it into easy to prepare burger form and ground chuck, but opted to just make something vaguely reminiscent of meat instead.

I mean, why isn't there any falafel fast food (outside the guys selling out of carts in front of bars), just a crispy delicious falafel patty on a burger bun and fixings? Some of the most delicious vegetarian food there is stays siloed into ethnic restaurants that the median American either lacks access to get it or interest to try it.

Funny that we have to resort to baiting and switching your big mac instead to get some to try vegetarian food.