I think you are onto something. There is no logic anymore - shit goes up because it can. Or not. 
IMHO, BYND has the potential to be the company of the future - If a lot of people like their product, it will drive the cost down and perhaps obtain a large chunk of that trillion dollar meat market. 

Last time I went to the market, steaks were fucking $15-20. Burgers were cheaper, but I would not buy a patty from the store anymore (pink slime, ammonia, leftover meat, and all other crap they put into it). Cow meat is full of hormones and antibiotics, and many people are ready to try something new that is environment-friendly, humane, doesn't make you gassy, or that is not cancerogenic (https://www.who.int/features/qa/cancer-red-meat/en/). 

All this being said, if BYND delivers, this shit will go to the moon. On not!