Non-animal protein has two main traditions that are quite different: on the one hand you have the tradition that since antiquity has avoided animal protein and don't try to imitate texture or flavor (say South India) and the other tradition which does not completely avoid animal protein and often complements animal protein with plant analogues ("temple food" with origin in China) These offerings sometimes try to come as close as possible to animal and fish protein in texture look and taste. It's the difference between your veggie burger and your impossible burger. One is not trying to be anything but itself the other one is attempting to pass for the other.

Sometimes it seems these BM and IF, etc., are trying to simultaneously cater to both customers at once. That will likely not work as they are different customers.