I like it at 25 too. I don’t think it’s market is really vegans though. I think it’s true growth will be to the environmentally conscious. The product is truest a meat substitute rather than a healthy vegetarian option. The really win is that these can be produced with the same texture and flavor of meat so your traditional meat eater would incorporate it into their normal diet. My wife is a vegetarian and actually isn’t huge fan because the product is too similar in texture to meat. However, I eat burgers all the time and will occasionally by these in place of the real deal.