The point being made was that these fake meat patties are more expensive, whereas the old vegetarian options were cheaper or bottom priced.
I've been a vegetarian for nine years. It becomes noticeable when your meal jumps 50% in price and goes from being the cheapest in a group to the most expensive.
But in the UK the burgers made of veg are at least as expensive as their meat counterparts. On the menu I posted the bean burger is 50p more expensive than beef.
At Gourmet Burger Kitchen the Beyond Meat cheeseburger costs 30% more than its beef counterpart.
https://gbk.co.uk/menu
Clearly just one example but it's rare the veg option's cheaper.