Do you like meat but wish it was less tasty and more expensive? Are you so worried about climate change that you feel guilty about buying a hamburger? Well, the world of fake meat has so much to offer you.

You are also part of a shrinking minority. It turns out that the fad of fake meat was, in fact, a fad. Impossible Foods, the provider behind Burger King’s “Impossible Whopper,” is laying off 20% of its workforce as sales fall. Beyond Meat, another maker of faux meat, also cut 20% of its workforce, with sales dropping 22% compared to the same quarter last year. Compared to a year ago, Beyond Meat’s stock is down 67%.

Beyond Meat executives blame inflation for the declines. Fake meat is more expensive than the real deal, and a trip to Burger King isn’t exactly the thing people want to splurge on when times are tough. But perhaps the fake meat industry was already suffering from a different form of inflation.

The media hype, as part of the bizarre effort to get people to stop eating meat to “save the planet,” generated some buzz. Fun commercials where people who may or may not have been actors couldn’t tell the difference between meat and fake meat made people want to test it themselves. Then people moved on, turning to the comfort of a real burger as they had for years before while saving some money in the process.

As with every fad, fake meat will hang around in its own niche market, but it doesn’t look like something that will change the food industry any time soon. Now climate-obsessed media can turn to other exploits to fight the evil carbon emissions of a burger. Next up: another piece on how you should begin eating bugs.