Agreed - wasn't disputing that. All I was saying was that maybe us meat eaters who want to be slightly more healthy and slightly better for the environment are actually the target market.
As an example of this issue in action, if you're taking your company out for food, it's a huge mistake to go to a place that only offers meat-like stuff for vegetarians and vegans.
I work in vegan food industry (own company and invested in others) and the market research we've done has always been consistent here that most vegans enjoy eating plant meats (ie- beyond / hungry plannet / impossible / gardein etc). Granted that research has been mostly in Australia and Hong Kong which is where I focus on