There have been a steady stream of articles that say: 1) the plant-based meat sector is flagging; therefore 2) plant-based meat is a failed endeavor. These stories miss two critical points, a thread, 1/n: tl/dr: 1) the theory of change has not been tried; this is like abandoning solar in 1986 or electric vehicles in 2003; 2) there is not an option that has a higher likelihood of success. If we abandon alt proteins, we will not meet climate targets (w/all that entails) + more. 2/n