Well, I finally tried one. I got a regular Whopper to compare, with the same toppings (tomatoes and pickles, no condiments). To say you cannot tell this from beef is pure hyperbole. I might agree this is better than any other vegetable matter masquerading as meat, but that's as far as I'll go. The smell is somewhat different. Not bad really just different. The texture is pretty good, but not like the beef. The aftertaste is probably the biggest difference I could tell. I still don't understand the market for this product really, but it was a worthwhile experiment. If you got your Whopper slathered with all the sauce and cheese and bacon etc etc you probably could not tell it was the Impossible version. That's the highest praise I can offer. I'm waiting for someone to come out with an Impossible fillet or sirloin. Until then I will be forced to eat the standard cow parts with the appropriate heat applied.