> The problem is, those looking for meat substitute think it isn't close enough, those who want cheaper meat think it's too expensive, vegans/vegetarians have actually vegetable based options and aren't necessarily looking for fake meat at all

I think of this stuff as none of these things. It's nicotine gum.

Nicotine gum won't ever replace cigarettes, nor will people who don't smoke start chewing it.

This is a product for people trying to transition away from a meat-heavy diet. It's never going to be 100% the same, but it's close enough to reduce the cravings. Eventually they'll graduate to healthier, cheaper, and (arguably) better tasting vegetarian products that don't resemble meat at all.

The motivations for cutting back on meat don't matter. Just like there's a market for nicotine gum, there's a market for this.