I tell meat eaters and vegetarians the same thing about this.
"Do not compare this to the best meat hamburger you ever had. Instead pretend its a completely new food that you've never tried."
Treat it like a protein option and stop trying to force it to be just like something else. It is very similar to meat in many ways, but it isn't meat. I don't consume much advertising so I don't know if the companies are selling it and saying that it's indistinguishable.
