As an aspiring vegetarian, I tend to slip up and eat meat when I have a craving for the physio pleasure of eating a burger that vegetable options just cannot satisfy. However, when I eat said burger, I then experience a loss of ideo pleasure, because I realize that I have just increased my carbon footprint and thus contributed to the destruction of our planet. Enter the beyond burger. It tastes so much like meat that I’m half-convinced it’s actually just beef. However, if I do trust that it is in fact vegetarian, I get the best of both worlds: I have the physio pleasure of tasting the “meat,” but also the ideo pleasure of not actually eating meat and feeling like an environmentalist.