Their product is pretty amazing, once it gets below the cost of cow ground beef it I think many will choose it over the cow, simply because it tastes close enough (I think it tastes better) and it is cheaper. The environmental, ethical and marginally improved health benefits of it (no cholesterol) are nice-to-haves for many and the true tipping point will be cost.

And there is a ton of room to bring the cost down, no way this stuff costs more than taking a bunch of plants and feeding them to cows vs just making it out of plants (peas) to begin with.

This is going to keep soaring, I say this as someone who has been buying it since it first came out. I have made many dishes where my carnivore friends just loved it, only reason they don't switch permanently is because of cost.

Buy this stock while it's cheap, I don't think it will go down.