Are eggs really the problem we need to be solving? Sure, commercial chickens farms are scary. But locally sourced eggs / backyard chickens makes more sense to me than commercially produced egg substitutes.
After all, how are those peas being produced? Is it a large monoculture operation, involving massive amount of chemicals and fertilizer? Or is it sustainable and organic? Can the operation scale if it becomes as successful as the current industry leaders?
To be fair, a brief article probably can't get into enough depth to answer those questions - maybe these guys have good answers. I'm just a bigger proponent of the local food movement vs. a new take on commercial operations.