Raw fish is judged entirely on texture and mouthfeel with no cooking to hide behind, which makes sushi the hardest problem in alternative seafood and therefore the most valuable one. Several companies are working on it seriously: plant-based tuna and salmon, cultivated fish cells, and structured products aimed specifically at raw applications. The category is real and growing, driven as much by mercury and overfishing concerns as by ethics. The name suits a producer, a restaurant concept, a review and comparison site, a retailer, or a publication covering the sector.