It's unfortunate there was so much crosstalk. It made the activists look frenetic and the backers look smug.
Biotech is a business, or group of businesses. They exist first and foremost to make money. That's all well and good, except with their particular product, the public has no choice to opt out, at least in the US. It's difficult to not consume a product that has inundated a market, a product that, being a food, people need.
I can't see an easy resolution to this. Maybe a cheap and desirable competitor?