Maybe because assholes will pay $75 for a watermelon?
“We don’t want to rely so much on a bunch of giant shitty fucking farms that are serving most of the restaurants in New York City their fucking meat, but at the same time we don’t want to rely on a bunch of crazy weird lab processed, burgers and shit that are far off from working with a farmer as possible,” Horowitz says. Treating fruits and vegetables with the same care as meat is a logical step. The watermelon came into play because it can be “big and meaty and crazy looking in centerpiece, like a big roast,” he says.
No, it's not meaty.
It's not like a roast.
It is big, however. And $75.
And anyway, there's always this:
He ends up feeling bad selling a $75 watermelon if it’s just two people and instead recommends a smoked cantaloupe burger, a $16 sandwich where the melon is smoked in the same process as the watermelon. People occasionally take him up on it.