I'm a vegetarian, but I think he's underestimating the cultural significance of meat for a lot of people. As a male, I've seen a fusion between meat and perceived masculinity at many BBQs. It's on par with owning a gun or driving a big truck, etc. It's more than a food, it's often used as bonding ritual for men.
Sure, pockets of New England, California and other liberal towns might widely adopt meat substitutes but I wouldn't be surprised if many other communities don't.
Asking them to give up meat is like asking them to give up part of their identity. I don't think price will change things, only a cultural shift.