Think about it more; if the vegan and steak options were ~equivalently priced - more would choose vegan than if it wasn't more expensive. The idea isn't to make it prohibitive; insofaras don't make the most environmentally-expensive choice also the cheapest.

To compare it to traffic; everyone is miserable sitting in traffic; so giving people an excuse for a bit more WFH is a WinWin.

For me 20 dollars a pound to push it into a treat territory.

I don't know know what would replace it though.