It’s all about selling the idea that you can do away with meat if you’re a meat lover. For a lot of them, that’s not going to happen by just saying “hey eat vegan food!”

But if you say “yo, taste this burger - whadayathink? I know right?!! Can you believe it’s not made out of cow?!” Then maybe, maybe, the dude will say “you know what? For my next bbq Imma use impossi-burgers - damn tasty those thingies!”