It certainly feels like that, but I doubt this is the direct result of modern propaganda teams. What I think is more likely is the propagandists were so successful decades ago that their whataboutist memes got so integrated into the American/English discourse that many people repeat them unthinkingly.
I agree that it's done by people without realizing they are doing it, or without appreciating the significance of the problem. I would cite the internet impulse for "Actually..."-style comments, and the desire for contrarianism as significant cultural factors as well.
Whether they are "hired guns" or not, there are usual suspects that invariably whataboutism on these stories. Anybody can figure out who they are on their own.
