At least for me, the freedoms enshrined in the bill of rights and other amendments are valuable not just as restrictions on government power, but as restrictions on power. The more asymmetric the relationship between two parties, the more sensitive we become to exercises of power by the stronger party over the weaker one.
I think that we do have a reasonable expectation that our employers and service providers won't interfere with our religious lives, that all employees and customers have equal rights and responsibilities, are entitled to due process during disputes, we have the right to not self-incriminate, to face our accusers, to defend ourselves against attack, to associate with whoever we please, and so on.
When a dominant platform for communication starts to exercise its own authority over what can be communicated on their platform, I think its only natural that we consider it to be an unethical abuse of power. Property rights are not absolute. As one party becomes more and more dominant, I think it is appropriate that we recognize the asymmetry in the relationship and restrict that party's ability to exert power over others.