Food is important. Most people don't want to stop eating all the dishes they enjoy and just switch to Indian food. People lie on a spectrum of openness to new things. Developing a high quality direct alternative to a foundational yet highly fraught ingredient of the American diet makes sense to me. Even a bit less beef mitigates the near daily amputations by workers at processing plants or horrors we are adding to with climate annihilation.

Personally, Impossible and Beyond materially improved my life by adding to it. I enjoy their products, and still make plenty of Indian food.