>The Internet companies lost the high ground in regard to censorship and 3rd party speech when they tried to shutdown Daily Stormer.
Companies still have the right to refuse service to anyone. They're not "banning" them or "censoring" them; they're refusing a service that white advocacy organisations like Daily Stormer are fundamentally not owed, and only continues to disrupt their bottom line by degrading the quality of service provided for every other user of the platform.
What is often unsaid in this argument is the corrosive impact of "zero-tolerance" free speech on private platforms. What starts as a well-intentioned marketplace of ideas rapidly degenerates into a choking haze of obnoxious users who alienate more tactful users, as well as advertisers. Well-reasoned albeit inflammatory discussion gives way to a 4chan-style culture where the new bar for "ideas" is set at some variation of "nigger nigger nigger". Then, when normal users leave and Pizza Hut balks at seeing its logo next to a Klan hood, "corporate globalists" are accused of pulling the advertising solely to silence them, when really they're just defending their intellectual property against unsavory people who regularly act in bad faith.
"Free speech" on private platforms ends up killing the platform every time, because unsavory people misuse it, and the misuse draws more and more unsavory users. Voat is suffering from this problem, being more than willing to host the jailbait board that reddit wisely canned, as well as hosting content pandering to white community outreach and conspiracy theorists. When advertisers exercise their own freedom of association and refuse to do business with Voat, they're simply derided as part of a global elite that's seeking to extinguish their ideas. When in reality, nobody is interested in their ideas enough to be willing to fund them or associate with them.
Google et al are simply acknowledging that advertisers have every bit of freedom of association, as people believe they think they have freedom of speech on a private platform. They are not building governmental organisations, where freedom of speech is absolute and untouchable. They're building for-profit corporations that need to retain advertisers. And you don't retain advertisers by enabling their intellectual property to be placed amidst people who regularly act in bad faith.