Personally, I really like a good veggie burger — they're lighter and easier to digest and I especially appreciate the black-bean based versions with lots of chunky vegetables, like carrots, corn or zucchini in them. I've tasted many, many veggie patties in my 24 years of vegetarianism and original house-made recipes that are unique to a restaurant are often excellent and far superior to pre-made versions. (So if your only experience of a veggie burger has been a Boca or other packaged type, you have missed out on the creative, unusual, and downright delicious variety of veggie burgers that exist in the world.) Because of my love for a good veg patty, topped with avocado, lettuce, tomato, onion, pickles and ketchup piled atop a crusty bun — oh wow, now I'm hungry — I'm clearly not the target market for the Impossible Burger. But who is?