Most people know why we should be eating more plant-based fare, but other factors — the hefty price tag, the poor flavor, the heavily processed patties — stop them from fully adopting plant-based alt-meat into their daily routines.

There are myriad reasons plant-based alt-meat is struggling in the marketplace, but I'm not convinced "lack of education" is among them. Which is why the new campaign by Eat Differently, a company that describes itself as a "public service resource," feels so weird and misplaced.

The company has funded 29 billboards in and around San Diego, each featuring a famous person who inspired the world to "embrace a different way of thinking." If the ads seem familiar, it's because they're a pretty close riff on Apple's late-'90s "Think Different" campaign.

"In the '90's, Apple launched one of the most prolific and poignant advertising campaigns in modern history," Eat Differently says on its website. "The 'Think Different' campaign highlighted luminaries throughout history and correlated their extraordinary 'thinking' with brilliance. We noticed that many of these luminaries featured in the campaign had a common thread — they ate differently."

Not only is the campaign a near rip-off of — er, homage to — the old Apple campaign, but one of the billboards actually features Apple co-founder Steve Jobs, as painted for the "Eat Differently" campaign by artist Amy Burkman. And if that doesn't get the attention of Apple's lawyers, I don't know what will.

The campaign strikes me as incredibly risky; I certainly wouldn't want Apple's legal department breathing down my neck. I'm also not sure the campaign is going to do any actual good.

Outside of a handful of Apple fans on the Internet (and us), the billboards will only be seen by consumers in San Diego, which is home to an enormous plant-based meat plant owned by Jensen. It's pretty safe to assume they're already on the alt-meat bandwagon in San Diego.

And even those alt-meat-agnostics who see the billboards aren't likely to be swayed by Mahatma Gandhi, Greta Thunberg or Jane Goodall because the consumers who would be swayed by those opinions have already been swayed.

It's no "Got Wood" campaign — the much maligned Milk Processor Education Program's Aubrey Plaza-starring campaign that broke the Internet earlier this year — but it also feels sort of pointless. I think the alt-meat community can — and should — do better.

Are you what you eat?

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