The genius of the modern ones is in marketing.

Beyond & Impossible are somehow seen as meat competitors, not Quorn & Linda whatsit (I can't even recall the name! Says something itself) competitors. Which of course they are, but somehow the latter are seen as 'for vegetarians/vegans', bought I assume mostly by people who are cooking meat but also have vegetarians coming and have no idea what to do. While somehow the former has the same meat-eating cooks going 'cor I want to try one of those new ...'.