Meat alternatives have exised in the market for years, except in the US backwater. The products 'Beyond' offered, at least in Canada, were good but wildly expensive. We would see their burgers in fast food places as a more expensive alternative to the traditional dead critter. But as a grocery store product alternative it was easier and cheaper to make our own. Have seen the 'reports', which ignore the minor detail that most of the world does not consume meat in the quantities that are presented as normal. And many places don't eat it at all or in very small, occasional quantities. And the chemicals in US meat products are considered health hazards almost everywhere else. The decline of these companies comes down to two factors -- the unaffordability of their products and the relentless drumbeat of meat industry advertising. And we forget that this is very different from the world some of us grew up in many decades ago, before the explosion of industrial scale meat.