being an ethical vegan does not mean you like the taste of plants (or, at least, that you don't miss the taste of meat). I'm veg and very much miss having access to meat.

I'm an occasional buyer of their product, but the issue for me is just the versatility. It's really only a replacement for the most generic ways to prepare a burger/sausage. The moment you try to use the ground beef in, say, a chili recipe, it's a totally mis-matched flavor