Yes, and it's funny.[1] The Impossible Burger was cool when it cost $20 at Jardiniere. Then the company scaled up and started supplying Burger King. This got some foodies upset. Wait until they get the price down to well below meat and start supplying McDonalds.
Processed food often already has a huge portion of soy and/or wheat protein in addition to the grade F meat. HN's Whole Foods crowd seem to way over-estimate Your Average Persons diet and how much they care what's in the tasty meal.
[1] https://www.vox.com/future-perfect/2019/10/7/20880318/meatle...