They are focusing on an American palette, which is averse to things like tofu, seitan, or tempeh as they are considered not masculine enough by a significant portion of the population. This is reinforced by both genders.
Great news, thanks to some fantastic "journalism" about estrogen contents, artificial meat is now viewed as being feminizing in a very literal way.
There's no hope trying to sell "plant-based hamburger" with any name to toxic masculinity advocates who think soy feminizes you (even though seitan isn't soy). These guys are getting hospitalized from eating all-beef diets because chicken is "too feminine".