The meat industry is always trying to greenwash themselves somehow, they cannot be trusted.
With how intensely serious and rapid global warming is becoming, we really don't have time to try and make meat lower emissions, we need to move away from it now.
Though unfortunately expensive, impossible burgers and ground 'beef' are virtually indistinguishable from the real deal already, and IMHO taste better than real, and truly are a guilt-free-ish alternative that exists right now. I only hope demand increases so they can scale up even harder and bring prices down to the same cost as cheap beef.