Some people really want to bf and can’t - they aren’t exercising a choice and obviously it’s fantastic that formula is available.
Some people don’t want to bf and choose not to, for a multitude of reasons. It doesn’t really matter why they make that choice or whether it’s deemed by random other people to be a good reason or not. The only thing that it’s important is that it’s a properly informed choice so that its consequences can be weighed by the parents against their own personal reasons for making the decision.
In this context first infant formula really isn’t the main issue - it’s what happens after that. Obviously parents who formula feed (the majority in the U.K.) are the main target market for the follow on milks discussed in this article, and in that sense are at greater risk of being taken in by the aggressive marketing and believing that this is what they should be giving their babies.
But it’s not like bf mums don’t end up buying all the UPF melty puffs too - in fact I think a lot of the organic natural type branding really appeals to people who might bf (myself included).