Agree on Brave Robot. Good stuff. But Ben & Jerry's is a known, famous brand. More brands equals more shelf space, more mindshare, so people will grow more comfortable. Plus greater production scale with lower production price, and then even more companies will be able to source their ingredients from cellular agriculture processes. It's going to have to win on economics, not merely on environmental sentiment, compassion for animals, or novelty. I want cellular agriculture to be normal and unremarkable, used in even the cheapest store brands. One step at a time, I guess.