Billionaire investors, most of the media, and many environmental activists insist that we will soon all be eating cell-cultivated meat - a substance more commonly referred to as lab meat. Arguments are raging about the technology, its scalability, cost and regulation. But ultimately the decision about whether lab-meat succeeds lies solely in the hands of the consumer. And the evidence from real-world consumer behaviour isn't looking too good for the lab-meat promoters.   Time: 24 minutes.