Food choice is partly cultural. The dishes of my childhood all had meat at their center, if I go for long periods of time without eating meat I begin to really miss those dishes (I went vegetarian for a year at one point, didn't stop the cravings).

Fake meat is great because you can recrate the culinary experiences without actual meat e.g. I can make a great Bolognese with impossible beef, I've yet to meet someone who could actually tell there wasn't any meat in it. For me this scratches an important "itch" I get .