Just as Sergey Brin bet on the success of in vitro meat, other tech entrepreneurs are betting that they can make vegetarian eggs that are more humane, healthy, sustainable, and affordable than the real thing. Hampton Creek Foods, based in San Francisco, has been hard at work inventing a better version of nature's perfect pre-packaged food. Their pseudo-mayonnaise, for instance, went through 1,432 formulations – though it's now indistinguishable from the real thing. Hampton Creek has bigger things on its mind than mere mayo:
"Over the next five years, Hampton Creek Foods... will first hawk its product to manufacturers of prepared foods like pasta, cookies, and dressings—the processed products that use about a third of all the eggs in the United States. Then it will aim directly for your omelet with an Egg Beaters-like packaged product. The goal, Tetrick explains, is to replace all factory-farmed eggs in the US market—more than 80 billion eggs, valued at $213.7 billion."