Oh, the attack itself absolutely comes from the right! The bland rebrands are 100% a product of right-wing corporate America trying to maximize profits at the expense of everything else.

I think my point is just that while you're right that there isn't really anyone on the left saying "this is a good thing that we should keep", the vast, vast majority of the people who are being animated by the perception that it is an attack are on the right.

Those people reflexively blame the left, because they have been conditioned to see anything that attacks the things they care about as coming from the left, but it is 100% a clash between the corporate wing and the rural-culture wing of the American right.