It's quite hard but not impossible (pun intended). Full disclosure: Patrick Brown was on my committee in grad school. I've had many long conversations with him about these things and he's quite aware of all the challenges. The talk of scientifically breaking down the problem and figuring out exactly what makes meat meat is not just talk, it's actually the way he and the company operates. I think the heavy duty science they're putting into this is going to eventually yield a "burger" that is functionally indistinguishable in many applications.

I think there's always going to be a place for The Counter or other such premium burgers, but what about the zillions of patties used by the likes of Burger King, McDonald's, In-N-Out? Those are cooked heavily, and flavor engineered six ways to Sunday. The top of the SUV analogy is nice, but realistically most burgers are not terribly subtle flavor experiences coming from the brilliance of the meat substrate.

How many millions of gallons of water and tons of greenhouse gases would be eliminated if 10% of patties at big chains were vegetarian? Even small shifts in consumption could have incredibly positive impacts on the environment and perhaps even overall health.