On the surface, this sounds gross.
But...I don't eat fast food because I want a good piece of meat. I would barely call what they use on burgers "meat" anyway. I eat fast food because it satisfies a craving and tastes good. And if they can make a meatless burger taste good in the same way that a real meat burger tastes good, then I'd be all for it for the reasons suggested in the article.
I've never come close to becoming a vegetarian or anything but I have started to consider the amount of meat I consume daily and the industry that supports, for better or worse. As someone who considers themselves an animal guy, I wrestle with it a lot.
So if BK or some other chain can make a good meatless burger I'd make the switch during the rare instance that I do eat fast food.