Also there are a lot of existing competitors. I like beef as much as anybody (get it from a farmer I know), I like deer meat better (between hunters I know and a network that salvages roadkill I am thinking about getting a better freezer.) I used to be a vegan. I like tofu, I like tempeh, I like Boca Burgers, I like Quorn. I like beans. Dairy farmers in my state think "acid whey" is a waste product they want to be rid of, every sports performance and bodybuilding person I know thinks it is the gold standard for protein supplements.