This response always strikes me as a huge cop-out. The phrase "free speech" can refer not just to the legal first amendment right but also to the more general societal principle. Nobody has claimed or will claim that Cloudflare's actions here violate the first amendment.
The "free speech" discussion is not about whether they can do this, but whether they should.
The "free speech" discussion is not about whether they can do this, but whether they should.