> People who argue that free speech is somehow only applicable to the government do a bait and switch between the first amendment, which is, and freedom of speech, which isn't.
There are different understandings of the right to free speech, but a very common one (both now and at the time of the Founding and the First Amendment) is that it is the right of private parties to decide what ideas to expression, including deciding what ideas to use their resources to express and relay, free from government intervention, and that there is nothing outside of that freedom from government intervention included in the right. A private entity can, in that view, violate the right only when it acts as an, de facto or de jure, agent of the state.
It is not a bait-and-switch to hold a different view of “free speech” than your idiosyncratic one.