I think the idea was to disrupt the... looks like $3 billion dollar a year[1] hamburger patty market. This is a market that already exists. Presumably there's room for two main competitors, so pretty decent market, plus vegetarian meat is a premium product which makes it a good investment vehicle. On paper it's a convincing argument. I think the pizza market is pretty well mined-out at this point and the major players are well entrenched since the mid-1990s with tombstone red barron and digornio. There is no national level alternative meat product yet and most americans who eat pizza will eat a cheeseburger. Like the article says though, it looks like they took the inital interest as tremendous growth, and it's mostly plateaued. I personally have zero interest in even trying the product as a novelty.

[1] https://www.grandviewresearch.com/industry-analysis/packaged...