This is the moment, but they refuse to market the product in a way that is acceptable, (and adds affordability) to consumers.

If they would do a 55/45 beef/plant-based meat blend and burgers, I think adoption rate would pick up significantly. Anybody who questions the taste is going to see that beef is the main ingredient. If the product comes in significantly cheaper than beef alone, more consumers will try it and look to it as an affordable way of eating beef.

For the bigger picture, 65 cows will stretch as far as 100 cows previously did, lowering suffering, environmental damage, inputs, etc.

For the people who like the 55/45 blend, it would open the door to an 80/20 blend plant vs. beef, and a 100% plant-based product.