What do you mean by “instance owners can’t deplatform?” Is this about being able to port your data (and username/handle) out to a different instance?
You create the content on your device and then send it to many of these relays (usually 10-20) and other users pull the content from also 10-20 relays. So if one relay decides to block you, then people still get your content from other relays. If all relays decide to block you, then you can (quite easily) run your own relay and tell your friends to pull the data from it. You own your data and you can resend it to wherever you want (it's signed by your private key, so it's verifiably from you).
Relays can and do filter notes by pub key. To fight spam, and problematic content. But you as a user can always change the relay set that you post to. And, of course, host your own relay, which is pretty straightforward.