Vow and its CEO, George Peppou, are angling cultivated meat as a luxury product—an unusual positioning for an industry where many founders are motivated by animal welfare and going toe-to-toe with mass-produced meat.

Is it? Every new technology always goes to the top of the market first. New tech is expensive when it’s new. Only the top of the market can afford it. This writer has no concept of tech development. Which should disqualify them from writing for Wired.