A lot of the motivation comes from government regulations too. Right now this is mostly in banking, but social media and porn regs are coming too.
Child safety, as always, was the sugar that made the medicine go down in freedom-loving USA. I imagine these states' approaches will try to move to the federal level after Section 230 dies an ignominious death.
Keep an eye out for Free Speech Coalition v. Paxton to hit SCOTUS in January: https://www.oyez.org/cases/2024/23-1122