It's a bold move, to be sure. Nobody has ever had a fake meat product they were confident enough in to market to meat eaters, and as an ethical vegetarian, I certainly hope it works.
As a meat eater who happily eats pretty much whatever animal part I'm offered, I hope they succeed too, because I'd love to see a market for meat substitutes that are good enough that I get more delicious meat-like products to choose from that eventually taste better than the real thing.
