I think you’re making his point for him. It shouldn’t be “a woke concept”. Aside from the fact that word woke has practically lost all meaning, the reality is that everybody (outside of the animal farming industry) wins if fewer people are eating meat less often. I agree with his point that they shouldn’t be focusing on this as a “meat replacement,” especially because that implies it’s only appealing to people who avoid eating meat entirely. The goal of converting the entire planet to veganism is a pipe dream. Presenting this not as a complete lifestyle change, but as an additional menu option alongside traditional choices instead of in opposition to them is a much easier path toward incremental change. That stance has potential to reach people across political and carnivorous boundaries and reach the shared goal of climate and global health improvements, while also appealing to capitalist shareholders. It seems win/win.