The biggest thing about the Impossible Burger is that it shows you can make a burger that tastes like a burger, without using beef. The target market is not vegetarians/vegans, as I presume they're already well-satisfied with portobello mushrooms and chickpea patties, or similar alternatives. They have plenty of veg* choices that play on their ingredients' own strengths, instead of trying to imitate meat.
For the people who like the taste of burgers, but would prefer not to contribute to factory farming practices or have other ethical reasons, this is a good alternative. Personally, I don't care if my burger has beef or not, or whether it has real bacon or not. If it tastes like it has beef or bacon (or sufficiently similar), bring it on. I love the taste of a burger, but it is absolutely not a requirement for me that it actually contains beef. If they can give me the same taste without using beef, bring it on!