fact, to find a tech billionaire who hasn't invested in a protein alternative 245 aims to stamp out factory farming. they all recognize the realities ofé3l0he market. everybody buys burgers. joining us now is award winning food writer corey connell. he's senior editor of "the atlantic." korby, you were telling me about this when you were writing the piece. the title now, "the problem with fake meat," is the problem the taste? >> i think the probably is you're trying to do it all. why are you give up meat do you want something else? but the fact is, people really want beef. they're going to eat burgers. bill gates, he posted something just today. i'm so glad you mentioned bill gates. today on his own website, bill gates said should we eat meat? the answer is in this country, probably no. in africa where he does a lot of work probably yes because it's going to help build bodies 12 ways. but not if you can make the choice.