The point is the companies pushing this do not have a better mousetrap. They are not even making that claim. In fact, they make it clear that their products are not better than what they seek to replace. In their public demonstrations they concede that it is, at best, a close facsimile. Instead, they claim their products are morally superior. You see, the burger made from grass clippings and dried leaves pleases Gaia. She will therefore reward the grass eaters and punish the meat eaters.
That is insane, but these products have the backing of the oligarchs. Both of these companies are supported financially by rich people. The troubled Bill Gates is behind the Impossible Burger scheme. He is the guy trying to blot out the sun because he thinks it is part of the cow conspiracy. Other oligarchs are rushing to get in on the fake meat racket as well. All of a sudden, the rich are sure real meat will go the way of the buggy whip and be replaced by bugs and grass clippings.
Related: Al Gore Set to Cash In on Fake Meat