You don't need to eat processed food AT ALL to eat a balanced plant-based diet, you can get everything you need from unprocessed foods just fine... yes, everybody going veggie will start with the processed foods for familiarity and ease of cooking, I of course did that myself, but you don't have to stay there if you don't want to.
It takes a while to retrain your tastebuds, of course, and it makes it next to impossible to eat out, this can be a deal breaker for some, but I have been eating plant-based whole foods for years and am doing just fine. It does take more planning but in general various combinations of a grain, beans, greens and veggies can give you what you need. The only thing you can't get on a purely plant-based diet is b12, and that's the only "supplement" I take, nothing else.
From my perspective the less labels one uses the better, in the end putting aside any ethical considerations (which people might or might not agree with) it is unarguably more environmental to eat lower on the food chain, so the more plant-based meals people eat the better for everybody: it is nice to see more effort being put towards simpler goals (like vegan before 6, meatless mondays, etc. etc.) to lower the impact our food has on the planet without being too black-or-white about it, this is also why I don't like the term "vegan" anymore as it has way too many judgemental overtones.
I personally eat plant-based 100% of the time, but I realize it's not for everybody (it is definitely difficult especially in the working environment where these days it seems "team lunches" are a mainstay of most jobs), this said IMHO it's not hard to lower the amount of animal and/or processed products you eat at least some of the time, and having an egg substitute that works exactly the same as "real" eggs is a good step in that direction (not to mention that folks allergic to eggs would sure be happier!).