[tarsinge]

I find people around me very averse to "fake"/replacement of a real product, there is no way it will replace meat in cooking. What I don't get is why it's not more successful in fast foods. In that setting you are already forgetting yourself for eating not healthy, and French paradoxically love fast food (McDonald's has a strong presence here for example). At Burger King I find it's nearly indistinguishable from real meat, so it should be a no brainer.

[joshjje]

Half the battle at least is most likely in your head. If you bite into a sandwich with very negative thoughts (e.g. it's probably horrible/bad/diseased) then you'll most likely taste something much more different than if you had thought it was a normal delicious meal.