The carnivore paradigm is a great example, Paul. It's infeasible to diehard carnivores that one could live (and thrive) without animal protein. We evolved as humans on animal protein. Our deep addiction to this results in massive environmental damage using modern technologies to raise and hunt (obliterate) animal populations at scale- 77 billion land animals and 2.4 trillion fish annually. I'm betting on Impossible Foods, Beyond Meat, and all the new startups in the plant/lab meat space!