I'd think that the market for "I can't believe it's not dead chicken" for vegetarians would be a tiny trickle compared to if they can sell it as "good conscience, and healthier too" to the section of us meat eaters who also find the meat counter off putting.
It's a bold move, to be sure. Nobody has ever had a fake meat product they were confident enough in to market to meat eaters, and as an ethical vegetarian, I certainly hope it works.
As a meat eater who happily eats pretty much whatever animal part I'm offered, I hope they succeed too, because I'd love to see a market for meat substitutes that are good enough that I get more delicious meat-like products to choose from that eventually taste better than the real thing.
