And they were only doing that when what they were doing was going along with the cultural democratic zeitgeist at the time.
If they were more open about "Hey, we're providing you a free service, we can shut you down if you don't conform to public opinion" that's fine also. But you can't have it both ways.
Either you support the free expression of unpopular opinions, or you reserve the right to censor anything at all you find objectionable. You can't say "I support expressing opinions, as long as I approve of them, and I support freedom!"