To be honest, most executives wish they could fire 10% of their staff. Once you get to even 30-40 people, 10% of your staff are almost inevitably dead weight. Unfortunately you can't mass cull without causing morale issues.
This period is just giving us a chance to shed those people without cultural ramifications.
The problem is you could have said the same in the 90s for veggie burgers. Existing and slowly expanding doesn't mean it hasn't been a flop - especially considering the monumental amount of capital & hype that was put behind plant based meat
From that perspective, it's definitely been a flop (so far). Jury is still out on long-term lab grown meat.
There was a hype bubble yes, and from the perspective of the people who bought into the bubble, it has been a flop. But the industry has still undergone slow and steady growth and this trend will likely continue.
This period is just giving us a chance to shed those people without cultural ramifications.