It does seem like an oddly nonsensical line of argument.

But it is exactly the same thing!? Labeling margarine as butter would be misrepresenting what it is just like labeling whatever meat replacement they have as salami would be wrong.

Funniest thing is that since I strongly dislike salami, you would never see me buying the "fake" if it is supposed to be anything like the real thing. But I'm might be tempted by an alternative product that they may call whatever they want.

The thing with the meat replacement stuff is that they want to cheat on naming to get people to "try" by mistake. But in reality, what prevents their adoption is that they are not very good (when it's not just outright nasty) on top of being extremely expensive. I really don't understand how they want people to switch to those stuff when they are not competitively priced when you adjust for nutrition per $ without even talking about taste. Either greed is unreal in this sector or the production of those things is actually a less efficient process than eating animals and the ecological argument is moot.