### Comment:
Meat industry is a $1 trillion market. There are plenty of people who really like meat but have environmental/ethical concerns with meat industry. They don't intend to capture the whole market even 1% is significant - hence a lot of interest in lab grown meat and things that have the texture of meat.

### REPLY:
Yep, I'm one of those. I now buy ~4 beyond meat burger packages a week. I'm happy to pay the extra money to not be killing a cow for both environmental and ethical reasons, and it tastes good enough to where I satisfy my meat craving.

### END.