The article is worth reading before commenting. The author notes that it is not just about price, taste, and convenience: there are other factors at play, for example that meat fans really love meat.
Personally, while I gladly accept that "meat isotopes" can be a good way to transition some people into a less meaty diet, they just dont do it for me. If I want to eat vegetarian, I cook a meal that was never centered around meat in the first place and that therefore has no gap caused by the absence of meat. And I'm especially suspicious of new entrants to the market who give off Silicon Valley disruptor vibes. This is not rational, I admit, but I feel that a meat producer is more likely to know what they are doing than someone building a "challenger protein" (which is how BM describe themselves). I dont want to be part of someone else's move fast and break things experiment. That doesn't mean meat production is great --it has notorious abuses-- but that just makes me want to reduce consumption, not replace it with an isotope.