The thing that I found incredibly strange about this analysis is that it is saying how older plant-based products from Morningstar and Gardein show it can be done cheaper.

What??? I don't even consider those older veggie products in the same category as Impossible and Beyond, mainly because I think they taste like shit. Well, not shit exactly, but for me an Impossible Burger can completely satiate my hunger for meat. Morningstar-type burgers do absolutely none of that for me.