> The whole point of being an ethical vegan/vegetarian is to not consume animals

You can agree with this sentiment (ideology?) and not be vegan, if you aren't willing to give up meat. giving up meat is what defines this demographic.

Relative to a population of people willing to give up meat, would you assume there is no difference in "liking how plants taste" versus the general population? I'd assume it correlates directly with "willingness to give up meat".

> Health conscious folks would definitely choose these over hamburgers.

Maybe, but in context its a false dichotomy, why wouldn't they pick better substitutes e.g. non-average meat?