I guess a lot of people who reduce meat do so for health reasons, eg to reduce cholesterol, increase vitamins, etc. Changing to a heavily processed veggie burger seems against that especially when they're so expensive.
I think you're on to something here... the target audience of this product is the hardcore meat-eaters, hoping they'll just do a drop-in replacement. But I think the actual target should be the people who are meat-eaters considering quitting.
Those people are more likely looking at health benefits, and would probably be willing to tolerate some small issues here and there if it was definitely healthier. It looks like they prioritized taste over health concerns, meaning those 'early adopters' rejected the product, so it never makes it to their core segment.
