memes

Yup totally! Just seems like a stretch from "cooking food is just making protein easier to digest" to, "chemically synthesizing elements that generally exist in a abundant state in the normal food source of an animal from vegetable sources and fortifying a plant based alternative that only gives macro nutrients we currentlt understand to be necessary for life".

That being said, if any plant based hormones were cheaper than the meat based alternative (all meat based cat food is also fortified in this way), the industry would switch to plant based and not tell anyone.