As a vegetarian I do want it to taste like meat. That's how you get more people to try veggie meals.

Source: me with my family.
My immediate family now eats less meat due to liking the stuff I have, and more veggie stuff in general.

Some even prefer the 'meat' burgers -Beyond, Aldi plant based etc- over their old beef burgers.
They wouldn't have even thought of trying them and be converted if they weren't any "creepy and gross" alternatives.