I'd say that a lot of the vegetarian food community is leaning towards that! Morningstar Veggie Patties (my favorite "faux-meat") doesn't taste like meat, nor does it really try to. It tastes like a tasty patty of mushrooms and veggies (and a bunch of soy thrown in for extra protein).
A great example of fake meat that isn't actually anything like meat is Morningstar's black bean burgers. They taste nothing like meat (which is good, because overly realistic veggie meat is uncanny valley to me), but they still give the effect of a hamburger and taste delicious.
