I have 3 major issues with this industry:

1- this is junk food. It's highly processed food, the antithesis of their communication of healthy.

2- their communication is about "saving the planet" from cow farts. The issue is not cow farts. The issue is intensive agriculture and bad quality meat. Cows do not magically create CO2. They fart existing CO2 from grass, and grass capture CO2 from the atmosphere. It's a cycle. What broke the cycle are fossil fuels.

3- the ultimate goal is to put intellectual property on food. Same textbook recipe as Monsanto. And that's the major risk with all these "new protein" companies. We can't have food be an intellectual property.

I might be wrong. But this is my assessment.