I will honestly say that I typically prefer vegetarian food that isn't fake meat. Indian food with paneer is really good, black bean burgers are fantastic, pad thai with tofu is really good.
I am somewhat partial to the vegetarian spiced meats, though. Vegetarian chorizo is remarkably close. I think because the spices are an overwhelming part of the flavor, all it's really missing is a little more chewiness.
I realize I didn't clarify this with my original statement, but I meant 'folks I know who are avowed meat-eaters, and not vegetarians'.
To be honest, this surprised me a little, too. But I've come to realize a lot of 'meat>*' people really love the veggie dishes I share with them, as long as it's an upfront, honest vegetable dish, and not trying to pretend it's something else.
I'm certainly a counter-example, and know a few others. Though I also do know one person that has no desire for them, but they also tend to avoid more prepared or processed foods entirely.
I've noticed the vegan foods I enjoy most are the ones that aren't trying to be something else. They just use tasty vegan ingredients like potatoes or avocados. I think more people would consider reductarian diets if they were aware of this.
For most products, and virtually all that aren't particularly modern, they suffer from being set up as direct replacements for meat. Take fake deli meats, for example. There are options that make a good sandwich. But they don't make a good $specific-meat sandwich. If they found a way to position themselves more in the vein of ham vs turkey vs plant-based sandwich they would do far, far better. Instead they position themselves as fake-ham or something, and then some unsuspecting person trying out plant-based alternatives goes in expecting a ham sandwich and ends up with their expectations rather violated. People don't like that, particularly with food. But they went in just expecting some kind of sandwich, I think they very well might enjoy it.
I've been vegetarian-tending-towards-vegan for over a decade and I still occasionally fall into that trap if I'm not careful.
Products like Impossible are the exception. They are so notable because they are getting into the realm where a direct comparison with meat actually works in their favor. I think that's great. I think you are right that this is the key for convincing many people to move away from meat. It's so much easier to market something as another version of meat, rather than a whole new thing. But I also think it's worth keeping in mind that they are exceptional products, and what works for them may not be the best for others.