>Why can't it just be treated as a food in itself?
It can but if the objective is to reduce the world's, and specifically North America's appetite for animal products. You need to either aim to replace the current products or await a culture shift away from what is easy and cheap today.
It can but if the objective is to reduce the world's, and specifically North America's appetite for animal products. You need to either aim to replace the current products or await a culture shift away from what is easy and cheap today.