Most Americans including myself have no idea how to cook tofu well. If you want to market tofu you need to demo it in grocery stores, show off recipes at farmers markets or host tofu fairs. Somehow you need to show what’s possible with tofu and probably adjust it to American (bland) favor pallet
Definitely. It's not _hard_ to cook tofu well, but it's really easy to cook it badly. One trick I've learned is when frying tofu, let it sit until you're pretty sure it's burned. Then wait at least that long again before flipping it and starting the process over. (It's really, really hard to burn tofu.) Other tricks include putting it in the freezer before cooking it or microwaving it for 30 seconds before fully cook…
I typically buy the extra firm variety for stir-fry, and I'll cut a corner off the package and press out the water before dicing it. I'll have to try the microwave trick next time. The "burn it" advice is on point. You really have to boil out the water before it really starts cooking.