Hah, that's exactly my thought after reading some comments here.

Last I checked, impossible burger was $7.99 on sale. More expensive than beef. That might have flipped recently, with beef rising to obscene prices because of grocery store gouging.

I don't eat meat, personally, but my family does. When we do buy meat we get the organic grass fed kind because they prefer to eat less meat but of higher quality. Impossible's price is on par with the high end ground beef. So, at least for my family, there's no increase in cost.