Show me a chop or a boneless breast and I might play your game. But the real test is when they can come up with jerky.
For me, the real test would be making one with a long shelf life instead of the current "keep frozen" packs. If they can make a convincing nutrient-packed "supermeat" that will keep (preferably in cooked form) for at least a year in a bug out bag, I'll buy a few days worth for that, and toss it into my menu from time to time to make sure I'm acclimated to it. (Don't want to wait until drinking water is scarce to find out that your stored food and/or bug out food gives you diarrhea.)
He mentioned high protein, high calcium, etc. for the burger patty. Assuming that can be tailored, it could make storable foods pretty interesting as you'd be able to have high-endurance bug out, low-residue hunker quietly, and fast-energy work your butt off menus that are indistinguishable in terms of taste, and that could make it worth having a few days' worth of them in the freezer for bug in. For that matter, if it tastes good enough, you could throw it into a few meals a week to tailor to your varying activity types and levels in everyday life. Sort of like a multivitamin in real food form.
ETA: looks like the 12oz bag of "beef" crumble is supposed to be 6 servings, and 300mg of sodium per serving. Chicken is 3 servings per 9oz bag, and 350mg sodium per serving. 2-3oz servings aren't a meat substitute, it's a seasoning that happens to look like meat. They've just developed a companion to imitation bacon bits there. Give me a 12 ounce serving with no more than ~150mg sodium, and I'll call it food.