‘I’d rather eat an actual burger’: why plant-based meat’s sizzle fizzled in the US

A rather sobering article about the state of the plant-based meat market.
It somewhat lines up with my experience.
While I’m grateful for the increase in vegetarian options, it was always clear that the market could never sustain itself by catering to us long-term vegetarians alone. Many of my meat-eater friends who were excited to try out Beyond and Impossible meat products are ambivalent about them, now that the novelty has worn off and the fake-meats still cost more than the real deal.
Thoughts?