I don't understand how companies can reconcile the fact they want free and open internet where people can express their thoughts and ideas yet make moves to actively restrict expressiveness. When has expression become a bad thing?
They don't want anyone else to have any power over them when they have to compete. It's not a principled position, it's simply using the closest principle to advocate a self-serving goal.
When they're in control, they don't care about upholding principles until it starts impacting sales.