True, they're a private company and liable for some things, but they all try to squeeze out every last cent before a government intervention.
Banning content like crypto, anti vax, gambling etc is understandable, but all the people without a voice will think they are silenced because they know the truth.
If we as society accept that, we should not claim to be any better than china, Russia, Cuba, it's just a slightly different approach, the end result is the same, undesired content is deplatformed.
By the way, I am a rationalist and never believe conspiracy theories, but I do get a good laugh out of them at times and how the people use counter arguments helps me to think in more perspectives.