Why do vegetarians and vegans want food that tastes like meat?

With the new impossible burger selling so well at BK it makes me wonder why on earth they want food that tastes so much like meat.
Aren't they always saying how meat is murder and animals have rights, blah, blah, blah?
Then they turn around and do everything they can to avoid the taste of vegetables by processing them so much so that they taste like actual meat.
What's the point of that? If they lie the taste and flavor of meat then eat meat. Why dance around on some kind of moral soap box, pretending you are better than everyone else when in reality, you want to eat meat?

Just eat the dam veg. and stop trying to make it into something it's not.