This is an interesting piece and it shows how the laws of opportunity cost would apply. The first is time sensitivity. When the impossible burger first appeared, it was hailed as future meat, which means the opportunity cost of not adopting it would be extremely high. As time goes on and the meatless burger enter mainstream, the backlash against it helps reduce the opportunity cost. Another law of holistic opportunity cost also applies as the new burger has been criticized on several grounds, including too much processing. These factors are all relevant when individuals decide to eat the next burger.