It has popped up at this exact point in time because a corporation has now just decided to selectively support the struggle of an oppressed minority to the extent that it financially benefits them while engaging in the oppression of another (because it, too, financially benefits them). As you say, it's an issue of timing.
It isn't a "woke competition" or a matter of convenience to highlight that and rightfully point out that it is likely that these corporations don't give a shit about either black people or Uighur Muslims, nor is it taking the discussion away from what is currently happening in the US because, as you likely know, it is (rightfully) dominating the airwaves across the world on every single media platform.
And please do not misconstrue what I am saying. This thread and discussion is about a corporation's response to issues that black folks in the US face, which is what I am talking about, not the issues themselves.
Alright. I hear you.