I'm just going to come out and say something that I've had a hard self reflective time coming to the conclusion of. I don't believe in free speech without limits. I have strongly felt that the actions taken by these companies is morally and ethically the right thing to do, for any business and that is inconsistent with believing in true free speech. My line for free speech seems to lie in speech that incites violence…
It sounds very easy when you speak in the abstract.
I could tell you a dozen examples where you can argue for both sides, and what your conclusion will be will depend on what the media says and whether or not you like the person they "persecute" and vilify.
AOC said "Are you all ready to make a ruckus? Are you all ready to fight for our rights?". "Oh no, those are fighting words, they incite violence". Would you like ban her from all platforms?
What happens to people without a party? A recent trend on the progressive left was the #ForceTheVote to ask the AOC, squad and the progressive wing of the party to withhold their vote for Nancy Pelosi's speakership in exchange for a vote on M4All (the thing they've run on, "but now is not the time"). Should they all be banned because they want to "force" the vote?
"Hold your representatives feet to the fire"? Do I want to literally do that and burn them alive? Or I want to keep them accountable?
"Heads on pikes"? Do I want to behead them, or I want them to lose their position and I want them to get fired?
What if I get frustrated at a party, and I say "the gloves are off" and decide to run against them? "Oh no, he said 'gloves are off', he wants to be beat up the congressman/congresswoman. Silence him!". What if I say, "I'm going to destroy them". Obviously, I was speaking in the political sense, but if enough people on cable say the opposite, you'll never believe me.
The point is that there are usually hundreds of ways to frame something. If you didn't hear the context, and you only see the 5 seconds soundbite, you'll believe it's justified. You also won't look into it, because "why would you protect an aggressor? the clip was clear, he/she threatened people with violence".
FYI: I brought examples from the left so that people understand that almost every person who has given an energetic speech can be framed as "violent" and in the future can be shut down (if the power dynamics change). I used American examples, as the two-party system is simpler as a multiparty system and most people are familiar with the things that happen in the US. The same would be true in other countries, though.