This claim (which I do believe) feels like it comes from the same vein as corps saying that it's the hoi polois personal responsibility to start recycling (which everyone should do) thereby redirecting accountability away from the actual offenders: the corps making these claims.
I am biased. I don't like tofu. I love steak. I'd prefer to start with other methods, like pushing corps harder to change their ways. Besides, we have to leave SOME carbon in the air for the trees.