Who cares what they label things.

Me. I care. You care. Because we both are consumers and if something's on the label, then that thing should be in there. I don't want to buy beer and discover it's coke, or buy coke and discover it's beer. When I buy steak I want meat to be in there, When I buy saitan I expect soy in there, and not soylent green.

It’s not some weird conspiracy to get people to buy vegetarian products.

...and noone ever claimed so? At least not in this thread as far as I remember. Might've missed something. But while I'm at it, two points of critique to the meat substitute industry:

1. Do your homework and come up with good marketing terms that don't piggy-back on words deeply associated with meat: In my mind we don't even need to begin to talk about sausages because "roll" is a perfectly fine word for such a product. "Saitan rolls for grilling": Why even start to bring meat associations into it.
2. Sell your shit at sane markups. Many more people would buy meat substitutes if companies were willing to set prices for maximum sales instead of maximum ROI: Vegans are a (kinda) captive market, many are quite affluent, if you sell saitan for 30 bucks a kg they're going to buy it because they want it even though it costs like 1.50 to produce. It's cheaper to produce than mea sot it should be cheaper in the stores. Something something Zizek, companies are exploiting that phenomenon for profit while getting celebrated as ethical.