I wouldn't go as far as saying that. I think for them they want something that has the "utility" of a burger, as in here is some easy protein plus some sundry stuff packaged into a hand holdable unit that is pretty filling on its own and cost like $12 at a restaurant.

The reason is for a lot of them is that they become repulsed by the smell of meat after not eating it for a long time. So they would very much not want something that tastes like meat. They just want the function of the burger really. And to be fair there isn't a lot of good options otherwise for vegetarians that are truly comperable to a burger in terms of it as a product. Veggie lunch meat is even sadder state of affairs than the burger meat so sandwiches are out. Then you have bean burritos I guess, falafel wrap. All stuff that tends to be found solely in ethnic specific restaurants than democratized across the entire globe like the burger is, which you can probably find anywhere you find reliable electricity in 2026.