Fallout: Season 1 Limited Edition Steelbook (4K Blu-ray) $40 | Releases July 8 Preorder at Amazon Amazon has fully unveiled the upcoming 4K Blu-ray release of Prime Video's Fallout TV series. The Limited Edition Steelbook is set to launch on July 8 alongside standard Blu-ray and DVD editions of Fallout: Season 1. Fans of the adaptation will probably be pleased by the price, as Amazon has the cool collectible edition listed for only $40. Unlike some 4K steelbooks, this is actually limited edition, according to Amazon, so you'll want to snag a copy while you can.Fallout: Season 1 - Limited Edition Steelbook (4K Blu-ray) -- $40Fallout: Season 1 (Blu-ray) -- $30Fallout: Season 1 (DVD) -- $25Fallout: Season 1 Limited Edition Steelbook Continue Reading at GameSpot

Displacement is an immersive action-horror game developed by Obelisk Studio. See the official teaser trailer here.

Open-world multiplayer games are all about the freedom to explore vast environments together, allowing a group of players to decide how they want to play. However, sometimes, the fun can be stifled when matchmaking or party group-up systems aren't as fluid as they should be. With seamless drop-in and drop-out multiplayer added into the mix, one that doesn't manage to break the flow of gameplay, it can transform these experiences into spontaneous co-op adventures that players will cherish.

It’s rare for a turn-based RPG to excite the editorial team beyond Engadget’s usual core RPG fans. Clair Obscur: Expedition 33 has many excited, however. Maybe it’s the dreamy Belle Époque aesthetic and design. Maybe it’s the gloriously pulpy concept of an all-powerful Paintress dooming humankind to an ever shortening mortal clock. Maybe it’s the characters, bolstered by a starry voice artist roster, and nuanced animation and story. Maybe, at this point in gaming, it’s the $50 price tag. Maybe it’s just the treat of a turn-based RPG for those of us not looking for another real-time action RPGs. Expedition 33 does a great job setting up its world in a way that allows everyone to get on board. Lumiere, which seems to be a chunk of Paris plus change, is doomed to repeat a cycle of death, with a powerful godlike figure, the Paintress, looming on the horizon. The vestiges of humanity send out expeditions each year to “the Continent” in a bid to stop the death. This is the story of Expedition 33, although it’s not the 33rd, but closer to the 77th, with the clock counting down from 100. Sandfall Once you’re exploring the dangerous world beyond the safety of the city, you’ll discover that each expedition, while failing at ending the Paintress, made progress in different ways, paying it forward for the expedition that followed. Some groups set up grapplehook points across the world, while others figured how to use the world’s painty powers to tattoo themselves to boost their combat powers. Some tried to reach the Paintress on boats and submarines, but failed miserably. It gets the player excited about exploring the world and the lore, even before you’ve left the safety of Lumiere. You start the game as Gustave, picking up party members throughout the early part of the game. While not all of them are part of your battle party, Gustave seems to have a connection with many other members of Expedition 33. A farewell party, tinged with hope, pessimism and loss, sets up the journey before things go wrong, pretty much as soon as they land. Expedition 33 introduces its battle system and its take on turn-based RPGs in easy-to-digest parts. First you’re taught the basics of parrying and dodging, as well as a Free Aim shooting mode, which gobbles up your activity points just as much as a straightforward attack, but can be used to hit weak points or sabotage powerful attacks of your enemies. Quick-time actions, pressing the right button at the right time, will ensure your skills do even more damage, but are more crucial for parries and dodges. You’ll want to refine your ability to parry attacks as soon as possible. Parries have a shorter success window than dodges, but offer extra action points for the character, and if performed perfectly, set up an automatic (and powerful) counterattack. Later abilities, learned from Pictos (sort-of accessories) can augment your parries to offer mild healing, extra action points, and even more powerful counter attacks. From the mid-game onwards, parrying will likely be your life. Sandfall There’s then the addition of elemental attacks, which can apply status effects, augment future attacks and more. Initially, I found the skill sets of each character, which are entirely different, a little complicated. Sure, Gustave’s shot ability was laced with Lightning, but it also applied the Mark status effect, which adds 50 percent more damage to whoever attacks the same enemy next. It all soon clicked into place, though, and I was cuing up each character’s attack to build upon the last. Alongside their unique skills and spells, each character has their own fight mechanic too. Our preview touched on Gustave’s super-charged robot arm, Lune’s elemental stains which she can store up and apply to add more oomph to spells, and Maelle’s battle stances that can risk weakened defense for heavier hits. The party is eventually joined by Sielle, who has a light-dark mechanic that tags enemies, building up momentum to convert into considerable damage, or a mixed hit-and-heal attack. Then there’s monkey-monk Monoco who is both the comic relief and blue mage, collecting defeated monster’s feet (!) and wielding their moves in combat. Those skills are further complicated by a Beastial wheel, which spins after each attack Monoco makes, and augments certain families of attacks. For example, if wearing the Caster mask, a regen spell will also heal the party substantially. Like I said, initially confusing, but you get to grips with it. In the later game chapters, enemies will often deliver seven-hit combos, with some attacking all of your party each time. You’ll find yourself dodging, parrying and leaping over attacks in a bid to shore up ability points, or just keep yourself alive, and it can get a bit stale at times. But! When you nail that boss’ attack pattern, flawlessly countering the evil older man (there shouldn’t be anyone alive over 33!) and his eight laser cane attacks, and your three-person party coalesce into a group counter attack, severing a considerable chunk of his health bar. Urgh. I felt like an athlete—an artist. Sandfall There are no random encounters, so like Metaphor Re:Fantazio (There are a lot of parallels there) enemies exist in the world, ready for you to sneak attack – or just avoid. The auto-save system is forgiving, and even kindly keeps three saves at hand, so you can perhaps retreat from an area you’re not quite ready for. And you will get thrashed by a random super enemy when you push your luck. There are also a few difficulty spikes, but it’s often a matter of attack pattern recognition. While there are distractions and optional areas to explore, Expedition 33 guides you in a relatively linear fashion for most of the game. As more exploration options become available, you’re eventually able to easily return to past areas, and go obliterate that one monster with the giant spear that shamed you in the early hours of your playthrough. Most transport options come from befriending a giant plushie-kind-of-mythical-creature called Esquie, who can swim, blast through rocks and eventually fly you around the world. To do so, however, you’ll have to find his friends. Those friends are stones that add skills. So while he can fly as soon as you meet him, he can’t carry you until you find his special stone buddy. I love this kind of RPG nonsense. Gestrahl villages (another species that inhabits the continent) add some welcome comic relief amid all the death, family strife, and betrayal. Fortunately, the cast of Expedition 33 have the dramatic bonafides to deliver on the emotional beats, including Charlie Cox (Daredevil), Jennifer English (Baldur’s Gate 3’s Shadowheart) Ben Starr (Final Fantasy XVI) and Andy Serkis (do I even have to say?). There are both French and English VAs, and I’d recommend playing through at least part of the game in both. It adds a certain je ne sais quoi – or at least made me feel somehow cultured. There are numerous other playfully French touches and clichés, including a droopy Eiffel Tower and a series of formidable enemies: a tribe of mimes. Sandfall Sandfall decided to forgo maps; there’s an overworld map, accessible by pressing up on the D-pad, but it lacks an overlay, and you’ll have to zoom in significantly to see the areas’ labels. The bigger frustration is the lack of mini maps in core areas. While it’s not an open-world exploration kind of game, there’s some latitude for exploring off the beaten path, which is nearly always rewarded with new equipment (or a strong enemy). However, without a map, I often found myself running in circles, struggling to find a way forward. It’s a good thing, then, that the environments are gorgeous and filled with detail. I need a camera mode added to this game, as soon as possible. The sinister Monolith, counting down the years, always seems to be visible from cliff sides, valleys, and abandoned train stations, always in a very aesthetically pleasing way. Even the campsite that the group uses to save, rest and develop friendships overlooks the Paintress’ countdown clock. We covered the faux underwater level from the early part of the game in our preview, but there are several more meticulously designed levels and areas later in the game. One optional distraction partway through is a vertiginous structure made of gravity-defying floating objects and parts of buildings that you can climb up for a (frustrating) mini-game. There’s also a fractured snowy Belle Époque ski resort that you have to hike up, and a broken city, skewered by swords of light, to fight through on your way to confront the giant, weepy Paintess, who’s always slumped on the horizon. Side quests and distractions from the main story are minimal until later in the game, and I found myself happily moving on without completing them, hoping for an easy way to backtrack to areas. That doesn’t quite ever happen, although a Doctor Who-esque house found within the game, with doors attached to various places across the Continent, would have made a convenient shortcut. Instead, you have to wait until you’ve found Esquie’s stone for flying, which comes pretty late into the game. Once Esquie takes to the skies, there’s no shortage of mini quests and new areas, including gorgeously hued floating islands, paintings to test your battle strategies and curios that help bolster smaller story beats. I haven’t finished all of the optional bosses and quests, but the only frustrating ones so far have hinged on some precarious platforming segments. It’s not great; it's frustrating. These characters were not built for leaps of faith. And if you’re sprinting, don’t be surprised if you parkour roll off the platform you landed on, and fall to your death. Without spoiling the story, many of the characters have a degree of plot blindness that stretches incredulity. It can be especially jarring when woven amid a lot of heaviness, themes of loss, death of close friends and the whole attempting-to-save-the-world when no-one even knows if it’s possible. Sandfall I’m willing to forgive the high-concept wankery to an extent (It’s an RPG!). Still, when new characters join you, almost certainly connected to mysterious enemies trying to kill you, you’d expect other party members might have a few questions. You can tell the team loves RPGs. The director said he was “starving for turn-based RPGs” and he’s helped make quite the meal. The RPG inspirations come from many places. You can easily see the affection for both the Persona and Final Fantasy series in places. Still, during the battles, it was Super Mario RPG and Paper Mario, of all things, that came to mind, with the judicious use of timing and quick button presses being the best way to win – or at least survive. Another thing that Expedition 33 does right is a rather fantastic run of battles, cinematic set-pieces and exploration towards the end. The final villain, too, is someone I was hoping to fight – no random evil big bad here, like we have suffered in one or ten RPGs past. Expedition 33 is a solid, enjoyable RPG – and I’ve already started. However, later into the game, and on the higher difficulty level, it devolves into a rhythm action game, especially on damage-sponge bosses. Although that might not be what turn-based RPG fans want, it adds urgency and focus to fights. It’s also a gorgeously made and well-considered world. A strong endorsement for it all is that I’m still hunting down records of every expedition that came before Gustave, Maelle and Lune.This article originally appeared on Engadget at https://www.engadget.com/gaming/clair-obscur-expedition-33-review-an-original-hit-rpg-090012488.html?src=rss

A VPN (virtual private network) can help you stay safe online and one of our top picks is currently on sale. A two-year subscription to the ProtonVPN Plus plan is currently $86.16. That’s 64 percent off the usual price. The deal drops the cost from $10 to $3.59 per month, and it reduces the overall price for 24 months by $153. This plan allows you to use ProtonVPN on up to 10 devices at a time. It should be pretty easy to find a server to route your internet traffic through as well, since ProtonVPN has more than 8,600 of them across north of 110 countries. ProtonVPN is our pick for the best VPN overall due to a blend of its security, usability and privacy. ProtonVPN has a no-logs policy. That means it doesn't keep any records of information that passes through its network. In other words, it doesn't track your internet activity while you're using it, helping to protect you and your anonymity. Other features of ProtonVPN Plus include ad-, malware- and tracker-blocking, as well as fast performance. In our testing, ProtonVPN had a minimal impact on connection speeds in our geoblock, streaming and gaming tests. ProtonVPN is also open source, meaning that anyone with enough knowhow can take a look under the hood and validate Proton's technical claims. Follow @EngadgetDeals on X for the latest tech deals and buying advice.This article originally appeared on Engadget at https://www.engadget.com/deals/protonvpn-two-year-plans-are-64-percent-off-right-now-152355804.html?src=rss

The iPhone 17 Air might be a remarkably slim smartphone, but going by this video that could come at a cost.

Microsoft has somehow managed to break part of Windows 10’s Start menu in its latest update, according to reports – what’s going on here?

Artificial intelligence is making a revolution in 3D. AI-powered tools have helped generate textures, enhance lighting, and even denoise previews, making artists work faster and easier. Everything seems perfect—until it’s time to render. The machine starts slowing down, the fan goes into overdrive, and the estimated render time stretches into hours, if not days. Sound familiar? Despite AI advancements, final rendering still demands raw GPU power, and that’s one thing AI cannot replace. While AI can optimize workflows and accelerate creative iterations, it doesn’t change the fundamental physics of rendering. Realistic path-tracing, complex reflections, and high-fidelity lighting calculations still require immense processing power. This is where render farms come in – not as an alternative, but as an essential part of the 3D world. For OctaneRender artists, a next-gen GPU render farm like iRender bridges the gap between limitless creativity and the harsh reality of rendering constraints. Rendering a C4D scene with Octane on iRender’s 8 x RTX 4090 server Why Render Farms Are More Important Than Ever? AI-driven tools have significantly improved rendering efficiency, but they still rely on powerful GPUs to function. While these tools speed up previews, they cannot replace final, high-resolution path-traced rendering. The reason is that even the most advanced AI features don’t calculate light bounces, volumetric effects, or physically accurate reflections, they simply approximate them. For true-to-life results, artists still need multi-GPU setups to complete their final renders. Though AI is supposed to speed up rendering, it often increases GPU workload. AI-driven simulations, deep-learning-based texture enhancements, and automated material generation all require more GPU power, not less. Even high-end GPU setups can be overwhelmed with high-poly environments, volumetric lighting, and complex shading. For freelancers and studios alike, deadlines are unforgiving. Animations and large projects can take days to complete on local computers, which slows down revisions and final deliveries. Instead of sinking money into expensive multi-GPU rigs, artists can tap into cloud-based rendering solutions that scale as needed. This is where iRender changes the game. How iRender Powers Octane Rendering in 2025 iRender is the next-gen render farm for OctaneRender in 2025. Unlike traditional render farms, iRender is an Infrastructure-as-a-Service (IaaS) platform, giving artists complete control over dedicated high-performance GPU servers. Instead of uploading jobs and waiting, you work in real time, just like on a local machine—except with significantly more power. Why Octane Artists Choose iRender Dedicated High-Performance Multi-GPU Servers OctaneRender is built for multi-GPU acceleration, and iRender provides the power artists need to maximize speed and quality. Users can select from single GPU to multiple GPU setups: 1/2/4/6/8 x RTX 4090 / RTX 3090 GPUs. No need to queue, you have real-time access to dedicated machines. Full Creative Control Unlike traditional render farms where you submit jobs and wait, iRender provides remote desktop access to high-end workstations. Install any version of OctaneRender and your preferred 3D software (Cinema 4D, Blender, Houdini, Maya, UE, etc.). Pause, tweak, and resume renders in real time – no need to start over. Work in a familiar, local-like environment, but with unmatched power. Cost-Efficient Scaling Rendering shouldn’t break the bank. iRender offers pay-as-you-go pricing, meaning you only pay for the hours you need. Also, there are long-term rental plans with cost savings for studios handling extensive projects. This flexibility enables artists and studios to scale instantly, eliminating the need for expensive in-house GPU investments. Reliable Performance & 24/7 Support The optimized hardware of iRender Farm ensures stable performance with minimal risk of crashes or failed renders. Especially, its 24/7 dedicated support team is ready to assist you at any time. What’s Next for iRender? Even in this AI booming era, rendering power remains a critical factor in producing high-quality 3D visuals. OctaneRender artists can no longer afford to rely solely on local machines. With iRender, you get full control, real-time access, and unmatched GPU performance – all without the hassle of hardware upgrades. The 3D industry is moving faster than ever, and iRender is at the forefront of innovation, continuously upgrading its infrastructure to support the latest technologies. One of its recent features is the Staking (Stake to Earn) program. Users can stake unused iRender Points to earn additional render credits. With NVIDIA’s next-gen GPUs launch, iRender will soon integrate RTX 5090 GPU into its render farm. Most anticipated, a new data center in South Korea is on the way in 2025. Sign up for iRender today and experience Octane rendering without limits! Brought to you by iRender: This article is part of the befores & afters VFX Insight series. If you’d like to promote your VFX/animation/CG tech or service, you can find out more about the VFX Insight series here. The post Beyond Limits: How iRender Powers Octane Rendering in 2025 appeared first on befores & afters.

In 2020, designer and brand strategist Kim Berlin got a call she was not expecting. Her small New York firm was invited to help create the visual identity of a new budget airline being formed from the bones of a former charter airline. The new airline, Avelo, would focus on bringing low-cost flights to underserved regional airports like those in Burbank, California, and New Haven, Connecticut. Berlin worked with the company to develop everything from its logo to its airplane livery to the clothes its flight attendants would wear. “It was actually a huge deal for me because I’m a one-person operation over here,” Berlin says. “I was selected to create an entire airline from scratch. It’s something that not even some of the largest design firms ever have the privilege of being able to do.” The bright and cheery design she created has won her numerous awards, including the American Graphic Design Award, and an honorable mention in Fast Company’s 2022 Innovation by Design Awards for graphic design. It’s become a kind of calling card project for Berlin and her firm. [Images: Avelo] But then the business behind the brand made a controversial decision that Berlin is still trying to wrap her head around. Earlier this month it was reported that Avelo had signed an agreement to begin operating charter deportation flights out of Arizona for the U.S. Department of Homeland Security’s Immigration and Customs Enforcement agency. It’s a process the Trump administration has already begun implementing with other partners, including the U.S. military. Some of these deportations have been conducted without the due process of law, a violation of the U.S. Constitution. The Supreme Court unanimously stated recently that targeted individuals must be granted time to contest their removal. Protesters in front of Tweed Airport in New Haven, Connecticut, on April 17, 2025 [Photo: Roy De La Cruz/SOPA Images/LightRocket/Getty Images] Avelo’s agreement to participate in these actions has prompted a backlash, including a growing petition to boycott the company. In a statement, Avelo CEO Andrew Levy defended the partnership. “We realize this is a sensitive and complicated topic,” he said, noting that the airline’s flights would be part of a “long-term charter program” with DHS that would help with expansion and protect jobs. Berlin learned about the partnership via a Google Alert she had set up to track the company. In contrast to previous alerts about positive news like route expansions or growing revenues, the ICE partnership came as a shock. “Historically I’ve been celebrating them all along and then this shows up and I’m like, oh my God,” she says. “It sounded so different from the initial objectives of the [company] when we started . . . five years ago.” These actions have put Berlin in the awkward position of being so closely connected to a brand that has done something she neither expected nor wanted. It’s forced a kind of reckoning over how she should respond: whether to distance herself from the brand and her own work on it, to look beyond the politics of the decision, or to find some other way of celebrating the work while also opposing the decision of the company she once served. “That is the question I have been chewing on ever since I found out about a week ago,” she says. Avelo’s involvement in the deportation effort came as a surprise to Berlin because her experience working with the company’s leaders was such a positive one. “I love everyone I worked with on this project,” she says, noting that the company’s founding effort was driven by community and idealism. “It was great. It was like the little guy for the little guy. Everybody was so family-oriented. Even through the design process, some of the families got involved. We were fielding comments from wives and children.” Avelo did not respond to a request for comment by time of publication. Berlin’s processing is ongoing—“I’m still circling,” she says—but she’s found herself leaning toward a set of principles she believes other designers may find helpful should they ever encounter a similar situation. “As designers we’ve got to recognize that these babies have a whole life of their own once they’re out in the world. And what our clients decide to do with the work is entirely their prerogative. That’s the way business works,” she says. “I also feel like now more than ever is a time when we need to ask whether the way business works is actually working for us.” The experience has led her to reevaluate how she will interact with clients going forward, allowing herself more time to decide whether to take on new projects. It’s also led her to a place of acceptance about what she can and can’t control. “I’m really proud of this work. And just because they’ve made a particular decision that I don’t necessarily agree with doesn’t necessarily mean that the work I’ve done has no value,” she says. “It was really a dream to do.” Her main piece of advice to designers is to not conflate one’s work with their identity. “You are not your projects,” she says. “If you did your best, then you did your best. Don’t let somebody else’s actions or decisions take that away from you.”

Last month, a food research organization called Nectar released an expansive set of findings from taste tests that rated plant-based meat alternatives alongside actual meat. One bit of information stood out: In terms of taste, 54% of people on average found 20 vegan products (such as burgers, nuggets, and sausages) from 13 brands (including Beyond Meat, Impossible Foods, and Gardein) to taste as good as or better than analogous conventional meat products. This should probably be good news for those of us who are concerned about the environment, public health, and animal welfare.  But the flipside of this discovery is that even though plant-based meat is starting to taste just as good as (and in some cases better than) animal meat, most people aren’t changing their purchasing habits accordingly. If “taste is king,” it doesn’t deserve the crown—and ignoring this reality will doom alt protein to irrelevance. For many decades now, people in a whole array of fields have been on a mad mission to figure out how to get people to eat less meat. It has long been clear that education alone about the problems with factory farming isn’t enough to get people to change their behavior. Certainly shaming people, demanding total lifestyle overhaul, and expecting perfection are tactics that don’t work—that’s why I cofounded the Reducetarian Foundation, because encouraging incremental change actually does work. But even that has its limits. Indeed, I have always believed that a more pragmatic approach—offering people better options in the marketplace—is ultimately one of the most effective ways to drive change. Specifically, I figured that the pillars of price, convenience, and especially taste were a sort of holy grail for the alt-meat industry. We can’t reasonably expect people to change their eating habits unless and until the more ethical, environmentally friendly, and healthy option is also the more affordable, convenient, and delicious choice. Interestingly, we’ve reached a point where, at least in the case of some products, plant-based meat is indeed as tasty as (or, to some people, even tastier than) real meat. Prices are nearing parity (though aren’t quite there yet) and in some cases are even cheaper than animal meat. And plant-based meat is easier than ever to find, with major brands like Impossible Foods and Beyond Meat stocked in mainstream supermarkets and fast food chains like Burger King and Starbucks offering alt-meat options. Plant-based meat may not have totally surpassed regular meat in the price-taste-convenience (PTC) trifecta, but compelling data shows that we’re closer than ever. And yet, we’ve yet to see a real revolution in consumer habits. Plant-based meat still only makes up about 1% of total retail meat sales. We’re still a nation of meat eaters, eating more than 225 pounds of meat per year (and climbing), making us one the biggest meat-eating nations in the world. Suffice it to say, the scales aren’t tipping—at least not to the degree we’d expect to see if the so-called “PTC hypothesis” were wholly true.  It turns out that in 2023, researcher Jacob Peacock, of the think tank Rethink Priorities, actually put the PTC hypothesis to the test, reviewing existing research on plant-based meat and consumer behavior. His conclusion? PTC doesn’t explain people’s choices. At least, not as comprehensively as some of us believed it would. Peacock explains some major problems with collecting good data on consumer choices—like not enough real-world research, unreliable self-reports, and missing control groups. He also reviews many studies showing that people still prefer animal meat over plant-based meat, even when price and convenience aren’t issues and they say the taste is similar. Even in hypothetical situations, people tend to report that they’d still prefer real meal to alt-meat, regardless if it’s indistinguishable in terms of price, taste, and convenience.  One of Peacock’s conclusions is that we’ve been underestimating the importance of social and psychological factors. Diet, especially when it comes to meat consumption, is highly politicized. Conservative-leaning people are likely to be dissuaded by environmentally friendly messaging, and several Republican politicians have proposed legislation to keep the alt-meat industry out of their states. Meat is also gendered, being socially linked to masculinity. These ideas may be divorced from rationality, but people don’t always behave rationally—emotional, social, and psychological forces are at play, too. It comes as a bit of a blow to think that even if someone in the culinary or food tech spaces creates the most delicious burger the world has ever seen, and at an affordable price, most people will still go for regular old beef. One caveat to all this is that the Nectar study found there’s still room for improvement in taste even among the top performing products. For example, it reported that among those who preferred the plant-based products, they preferred them less strongly than those who preferred animal meat. In other words, the animal meat attracted more die-hard fans. This partially explains why some plant-based brands won a “Tasty Award,” in the language of Nectar, but not a Parity or Superiority Award, which is reserved for products that have an equal or much greater chance of being preferred. Still, the limitations of taste are clear. Given more than half of participants rated 20 plant-based meat products the same or better than animal-based meat, we’d expect plant-based meat sales to be a lot higher if taste primarily explained consumer behavior. As frustrating as it may be to champions of alt-meat, this is information we can use. Price, taste, and convenience are certainly factors in consumer choice (if smaller factors than we previously believed), and it can only help the sector—and thus, make a real difference in changing the way people eat—to make plant-based meat as tasty and cheap as possible. All of the time and resources going toward that have, likely, not been wasted.  But now, it’s clear we need to diversify our attention. We need researchers to delve into the more amorphous factors that drive people’s food choices, and we need marketers and educators to include them in their messaging. When someone chooses meat over plant-based alternatives, even when they acknowledge that the plant-based option tastes just as good, we need to find out why. We need to start gathering information so we can make a real effort to combat the psychological and social factors keeping people from switching to alternative meats. What is it that’s actually stopping them, and how can we remove or lessen those obstacles? Answers to these questions won’t come easy, but nothing worthwhile ever does.