It used to be that free speech was an ideal to strive for and not just a law companies could hide behind as private entities; the argument that the first amendement only applies to the government. Up until 2016 Silicon Valley was full of libertarians fully believing in free speech principles. The ACLU even defended the right of nazis to march through the streets. It seems things have changed.
https://www.aclu.org/other/aclu-history-taking-stand-free-sp...