Congrats to that team for building a great product. I hope they see a lot of success. Long term, I hope plant based meat alternatives become commoditized. If there are a bunch of alternatives that taste just as good and importantly are cheaper than meat , most people will switch. That's a huge win for the environment (and also animal rights), and I can't wait to see it happen.
I love meat but I've always struggled to reconcile my love of eating it with my love of animals. I would be happy to pay a premium if it meant I could get meat-like taste without the guilt
I believe reconciling all of these as ethically equal (including raising the ethical weight of killing a plant as equal to an animal) is important for sanely dealing with our natural ecosystem of food. The "aliveness" of plants is continually researched and shown in a positive light, and it's hard to draw a clear and reasonable line between "life that is acceptable to eat" and "life that is not acceptable to eat".
When you look at the spectrum of life and how ethically impactful killing it for food is, it tends to follow anthropomorphism and social compatibility with humans, which doesn't seem objective enough to be pursued for widely-accepted ethics, but merely for local cultural acceptability.