I think the undoing of food is good work and important. Lots of work to be done in the marketing of these food products. The re-doing just seems to be another way for consumers to overpay for commodity ingredients that are dressed up, or highly modified. Krave jerky comes to mind. It’s likely just commodity (read feed lot) cattle sourced jerky with catchy packaging and a new set of flavors compared to the old players. They might be redoing the marketing but I don’t believe they are moving our food industry in the right direction.