Why do they have to be rules? Why can't we have a culture of tolerance? Robots aren't running these companies. They're people, just like you and me. They can choose to be tolerant.
Tolerance is about tolerating the most horrid things. Not because it's nice or those things have some value. They're horrid, they have no value. It's because the alternative is worse. Because censorship is worse. Because when a person is censored, when they can't speak, they resort to violence and through censorship, you encourage violence. And violence can't be censored. It can only be suppressed with further violence.