Hmm I've been a vegetarian for six years or so. Has not much to do with the meat is murder bs, although it's an added bonus. I eat some of the "fake meat" stuff. I would say it's used more for texture than anything. I use morningstar grillers "sausage crumbles" in pasta, gives it a nice smokey taste. Being a vegetarian for me totally changed the way I approach food, which was my goal. Never tempted to eat crappy fast food among other things.