I love the taste of meat, and I’m not going to stop eating meat unless there’s an alternative that tastes as good. Impossible meat is an alternative that tastes as good, so whenever Impossible is an option, I choose it. Whether you think that means I’m moral licensing or whatever doesn’t matter to me, but to some people, you may be pushing them away from making a better choice by talking down to them for trying to improve. Would you make fun of a fat person for going to the gym and working out? If someone is making better choices, you should be celebrating that.