I imagine meat alternatives will really take off once they are cheaper than meat. There seems to be a lot of potential for cost savings if you don't need to raise a large animal to create the product. So far I haven't seen much of a cost advantage to meatless products, but perhaps with more funding this would be achievable. While I don't thing Impossible tastes better or even as good as the real thing, it isn't too far off. Having a price advantage would tip the scale for many people, especially in the fast food space.