My working theory is that it's a register issue brought about by the way people get into critical theory on the internet -- in mass media studies, the term "consumption of media" is value-neutral, like how "cultural appropriation" is, but when people are introduced to it through a critical, negatively-tinted context, the understanding gets muddled by the "common sense" understanding of the word. "Consumption" brings to mind digestion -- you cannot decide what nutrients you take in from the food you put into your mouth, so you have to be critical of what you eat in the first place -- even though consumption of media doesn't imply that you cannot affect what message you take away.

Similarly to the consumption vs engagement thing, I've seen people try to distinguish between cultural appropriation and "cultural drag", so that people can have a value-neutral and a judgemental word for the same thing.