Host David Roberts speaks to Bruce Friedrich about how fake meat, plant based or lab grown, can reduce our land use substantially, reduce emissions substantially, and end or reduce the cruelty of animal agriculture. Notably, Friedrich contends that fake meats could end up on a learning curve to bring down the price of these meat alternatives to be cheaper than the real stuff. Much in the same way that we got better at making solar panels and flat screen TVs to the point where those items are magnitudes cheaper than they were just 10 years ago.