Don't think it's just marketing though. People always reject change at first - and they are right to do so. This reaction is coded in us. I just hope vegan food items will not go the path of electric vehicles where they are forced on us without choice. (Saying this as a plant-based eater).
Well, it might be forced upon us if the market changes such that meat becomes a luxury item again.
To be fair, it's currently heavily subsidized, and isn't taxed in proportion to the resources (land/water/carbon) it uses, so we're kinda living outside our means already - the exact same is true of fossil-fuel based vehicles..
