The 'Impossible' Veggie Burger: A Tech Industry Answer to the Big Mac - The New York Times. I suspect the choice will eventually be taken out of peoples' hands, as the cost of beef goes up simple business requirements will kick in. Mass produced burgers generally have a lot of filler in them; and whatever proportion of meat they do have isn't high quality. Which all adds up to the basic truth that cheap burgers can contain almost anything and people will still buy them. The burger connoisseur in the article could probably be made happy with the addition of more fat, besides which he has a vested interest in dismissing a veggie burger (he has an audience to play to). The world will end up eating more veggie alternatives not because they care, but because they will get good enough to replace supermarket meat at a cheaper price. The mince in a mid-week family spaghetti generally isn't top quality anyway; so if there was a healthy, indistinguishable option that cost $2 instead of $10 why wouldn't you use it?