It seems more like they price it high because they can. The process isn't expensive. A 68,000 square foot plant makes a million pounds a month, says the company. It's not like lab-grown meat, which is a slow, expensive process.

Amusingly, Impossible's ground beef like product was getting rave reviews from prominent foodies at first. It first appeared only at expensive restaurants. Then they got Burger King to sell it. Only then was there criticism.