It's already most likely cheaper when you take into account false pricing signals due to the fact that the US meat industry is heavily subsidized through taxation. Add to that lower healthcare costs due to less heart disease and realistically it should be pretty cheap comparatively.

I've had this burger and I prefer the Beyond Burger, but the meat eaters that had it said it tasted just like a run of the mill fast food burger, so I'm hoping that it takes off with the health and environmentally conscious. If anyone can really make this work I'm thinking Burger King or McDonalds could, they are both excellent logistically and process wise.

This is exciting news in the food world and opens up a lot of choices for people looking for less heavy food choices.