Right. Most "free speech absolutists" are only absolutists when it comes to viewpoint neutrality, not when it comes to issues like incitement, false advertising, or defamation.

And frankly, a lot of people who loudly proclaim their love of free speech aren't even close to being absolutists in that sense; they'll talk up the marketplace of ideas and the importance of rational discourse as long as they're under threat, then suddenly lose interest in the issue when restrictions are applied to the outgroup.