Exactly, these things are all analogous to eatint something called 'meat pie' to me - Well ok but what is it?

I make vegetarian burgers sometimes, either something grilled(broiled)/griddled stacked up like halloumi & aubergine, or a patty of shredded jackfruit or something. Why would I want to eat nondescript 'vegetarian patty'?

It's not just burgers, 'vegetarian lasagne' etc. is (aside from not being good appealing marketing) a reliable negative signal for a menu.