The cause is a good one as it's ethically and environmentally the right direction but to succeed the end game has to be something that unquestioningly tastes, feels, looks, cooks, etc. like good quality meat as we have enough substitutes that don't hit every button. Once we get there we will have more land for vegetable matter and may have a chance of feeding the world's population with enough variety, including protein, to keep them healthy. However, we must learn from history, both recent and less so, that if we let money be the most significant factor in deciding the quality of our food and who gets to eat what, then it will not deliver what's needed. This has to be government funded without patents, licences, tie-ins etc. so that the best product will rise to the top and not the best margin.