This is my understanding. It's a cool idea but it seems like it will always cost ~10x more than both actual meat and soy/coconut mixes like Impossible Burger. What's left is a pretty thin market, in my opinion.
Hi -- editor of the piece here. There is a BMS, that's the main other component aside from the cells. We had that detail initially but it got cut for space.
It seems like a reasonable way to use the word, no?