Kind of like Breyers Ice Cream which, IMHO, used to be the best ice cream ever!
Now, since they got sold out, when you look on the shelves you will see a product called (in not very big letters) "Frozen Dairy Desert".
I guess with all the additives and less real cream, they had to call it something.
So, if TB wants to call it protein, I would assume that it doesn't have enough meat to be called "meat".