I think that if people wanted to sing about Heysel, they'd use one of the many songs about Heysel, and if they wanted to sing about defending Suarez, they'd make up a song about that, and Always the victims not being explicitly about Hillsborough gives people what they think is an acceptable fig leaf to sing about Hillsborough being Liverpool fans fault whilst pretending they aren't.
The song might originate in 2011 but the line comes from Boris Johnson's 2004 Spectator article and the aftermath of that blowing up where he says - in an article directly apportioning blame for Hillsborough to Liverpool fans - that they always see themselves as victims and wallow in it.
You can't take a line from something explicitly about Hillsborough, turn it into a chant and then pretend it's not about Hillsborough.
The United fans singing the song in 2012 also made headlines, and IIRC United apologised and the United supporters Trust had to release statements about it, so its been 11 years since people have known that it's been interpreted as being about Hillsborough.