I say whatever sells more non-meat burgers is good. Telling a die-hard meat eater to just eat a mushroom or some eggplant is not going to be effective.
It doesn't have to be a fake burger. Just something tasty for a healthy daily dose of vegetables.
For me, soy doesn't qualify. It's one of the most common crops in the world and there's already enough of it in other things I eat.
How so? On face value this feels like an excuse for simply making poor diet choices. If I'm mistaken, then... cook?
Nobody suggested healthy eating requires one to cook. There's a myriad of places everywhere that serve healthy food, so if you're foregoing veggies, it's your choice. s/cheeseburger/salad/g; done.
Even if you're unwilling or unable to cook, there are plenty of vegetables that are still delicious and nutritious raw. I suggest baby carrots, tomatoes, avocado, and peppers. If you're willing to microwave, there are a whole host of "microwave in bag" options as well...
The thing is, "healthy" is often associated with freshly prepared foods. The non-cooking-yourself option for (hopefully) freshly prepared food would be reasonable usually sit-down restaurants, most of which offer plenty of vegetables because they're cheaper than the main course. And of course, delivery is an option.
(Obviously, "freshly prepared" as framed in opposition to pre-prepared with additives, handling, and ingredient selection focused more on the taste & texture surviving longer term delivery and storage.)
I've had some fantastic vegan food, but the only vegan food that's a commodity for me is Indian food or faux-meat products. So convincingly good faux-meat is probably the easiest way to move people.
My big problem is that most meals without meat I'm not satiated. This also happens when the main protein is fish. For salads I hear a bunch of people joke that you get tired of eating before you get full. I also think this is habit for me. I'm not sure if meat alternatives address this.