superior product (Score 1)

The main market isn't vegans and environmentalists. It's large scale producers of baked goods e.g. restaurants, cafeterias, and manufacturers. The goal is to create a product that's superior to eggs. Its advantages are:

* does not require refrigeration
* longer shelf life
* no cholesterol
* consumable by those with egg allergies

Imagine you're Nabisco or a University cafeteria. Assuming that you can make cookies that taste identical to those made with eggs why wouldn't you make the switch?

You could save money and increase sales by adding the phrase 'cholesterol free' to the packaging.