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Indeed, to replace a brake you must remove it first; and better brake pads there are. Oerlikon of Switzerland has brake pad technology that has near zero emissions and does not need replacing. It’s not in production due to pressure for revenue from service shops.
You're likely referring to DiscCover [1], a relatively recent development - at least Volvo Trucks has an agreement to use that technology [2].
The problem is that the car industry is notorious for long product development cycles. New inventions (unless you're Tesla, obviously) tend to take many years before they go from after-market / high performance tuning shops to mainstream models. It's not as bad as in aeronautics (if you want examples, look at GA still using leaded fuel and engine/airframe designs from the 70s or earlier), but still, there's no need to suggest conspiracies.
[1] https://www.oerlikon.com/sustainabilityreport-2020/en/enviro...
[2] https://www.oerlikon.com/annualreport-2019/de/segmentbericht...