I don't think that companies that achieve near-monopoly status should have the right to arbitrarily cancel, shadow ban, hide from search, delete content, flag content, "fact check", label, or otherwise interfere with users' use of the service.
This is not a "free speech" issue, it's a "when you have monopoly power and positioning in the market, there are no alternatives" issue. Visa refusing to process CC payments because they don't like your politics, is not a power that I want them to have.
If you're a tiny boutique company, discriminate to your heart's content. When you get big, I don't want you to have that power anymore. If you don't like it, then eschew the current fashion of companies to value growth over all else.