Money quote: ‘I have zero interest in making a new food for vegans,’ says molecular biologist Patrick Brown. ‘I’m making a food for people who want meat.’
Or, as we've said before, "People who currently eat animals are the only ones in a position to make changes that help reduce suffering. Therefore, the information in our booklets and on our main website is primarily aimed at meat-eaters who might be willing and able to consider making changes. There is no point in showing people the revolting hidden horrors of modern agribusiness if the alternative seems unappealing and/or so strange as to be beyond consideration."
PETA has extended their prize to further incentivize animal-free meat.