>Advocating for requiring a company to do business with someone they don't want to is advocating against free speech
Yes, quite so, and in fact I agree that Cloudflare has a right to do or not do business as they please.
The real, fundamental problem is that the internet has become too centralized, such that a few entities can direct the rest with impunity.
However, I think we can agree that fixing the centralization of the internet at this point is a fool's errand.
I recall recently about a story of how a father got kicked out by Google for uploading some pictures to his Google account. Fundamentally, KF getting kicked out by Cloudflare is the same thing: Customers getting kicked out by companies because of disagreeable content; companies which are effectively gatekeepers to the internet at large.
So the next best way, in the interim, to keep the internet working in some fashion, is to have businesses like Cloudflare not kick customers out simply for saying or having disagreeable things.
With great powers come great responsibilities, as the saying goes.