It’s only partly about the fact that most climate change is caused by the wealthy and corporations, it’s that the wealthy and corporations are trying to control the narrative, to hide their culpability and make sure the changes made won’t affect them. Like coffee shops pushing customers to bring reusable straws instead of giving out free plastic ones (boosting their “green” image while also saving money on straws) instead of putting their to-go beverages in materials that are sustainably produced or recyclable (which probably cost more than the cheap plastic cups and non-recyclable cardboard ones). Individuals can make useful changes, but usually the ones we hear about most often are not the ones that are most productive, they’re the ones that are most convenient for corporations.
In this case, I think it’s more than blame-shifting by corporations, though there’s a hell of a lot of money in designer vegan foods.