Beyond Meat likely thought they would keep growing at the rate they did. There is a limit to growth of any products with early adopters trying first etc...then it usually hits a plateau. I am actually a fan of the Beyond Meat burgers. They are much better on a pan vs. grill but they are pretty good..texture, taste, etc..
I'm a bit more skeptical about lab grown meat for things like baby back ribs. I'd be willing to try it out but something sounds odd about it.