Maybe you should see this from a marketing POV. If you want to sell "Proteins easy to fry" you will probably fail. But if you sell "Vegan Steak" with the texture and like taste of a steak out of meat, you will have your customers. So the alternatives have no established name and naming it "meat" will make sense. And yes ... it's processed and no I think it's not healthy for day to day consumption (like coke) but once a week or month ... why not? Smoking (even passive) so most probably more dangerous ;)