However, these critiques of materialism are not just being incorporated into our own culture, they are also being branded by some companies as exotic and are being marketed to sell goods.

Exactly my point.

Materialism has shown itself to be a good force in the west, not a negative one. The desire for wealth, luxury, is a thing that can be managed properly and used to forge a great life. Like all things, it can be taken to extremes, but in moderate doses, it is a great thing.

Buddhism, eastern philosophies, and so on, when introduced to the west are not going to retain that anti-materialist sentiment, at least not as strongly as they could in their native populations. Their general ideals, however, being content, happy to live where you are, and so on, are very powerful messages that moderate consumerism, and lead people to a more healthy, more content lifestyle while they continue to keep their eyes on a goal-oriented western-type motivation of doing great things, having a big home, and so on and so forth.

Cultural capitalism, as you see in companies selling all the Buddhist/eastern cultural crap, is a sure sign that the west's religion, philosophies, and so on, are heavily motivated and driven by consumer culture. Nothing wrong with that.

It's not about appropriation, it's about contradiction.

The human mind is a complex and great machine, where you see contradictions that person clearly sees something cohesive and decent, and you most likely do not have the experience or the knowledge to state otherwise.

We follow words based not on their original intent, but based on the way we perceive them. Jesus is no longer the icon from the bible, not in the west. Jesus has become the model of a great, humble, person who helps their community and gives to others when called upon to do so. He is no longer a poor hippie hating on the rich, because the west are the rich, and we have no mind to go about hating ourselves.

It allows our society to function, allows people to live better lives, to have mentors to follow. The message of Jesus is false, it is stupid, it doesn't work. So we modify it to suit our needs.

That's not hypocritical, that's practical.