This is so great -- I've been waiting for this for decades. I always felt the tofurky or "impossible burger" approach was a dead end. Also I have trouble getting enough protein with a plant-only diet.
The big question of course is scale. Seems like the kind of thing that can develop an economy of scale better than the meat grown on the animal (farmers spend a lot of effort growing things that aren't salable, or are barely so, like bones and feathers). And the ultimate (scaled out) cost target is probably much better than the "traditional product" if the environmental impact gets priced into food costs.
The big question of course is scale. Seems like the kind of thing that can develop an economy of scale better than the meat grown on the animal (farmers spend a lot of effort growing things that aren't salable, or are barely so, like bones and feathers). And the ultimate (scaled out) cost target is probably much better than the "traditional product" if the environmental impact gets priced into food costs.