> Many people have an aversion to something if it's called plant, healthy or natural.

I don't think this is the issue.

Nobody would eat something called "McMeat", it begs the question "What kind of meat?" and usually the assumption is the worst. When I hear "McPlant", what comes up in my head is eating a tree or grass. If you leave it to people's imagination, often what comes to mind is the worst not the best.

This is the genius of "Impossible Burger". They manage to suggest it's great and sidestep the inevitable question of what is in it. They are literally suggesting the opposite, that they found the holy grail of food, great tasting and healthy.

Though I have the same feelings when I read "McRib" as well and it's making another comeback so maybe I'm off base here.