A service choosing not to censor, and then potentially being censored in turn by ISPs in another nation, could be costly, sure. It wouldn't seem to be in the same ballpark as a military invasion of another nation? (Honestly though, when has a USA military invasion ever actually been about enforcing ideals?)

When this issue was discussed yesterday, I pointed out that it's not Zuck's actions that surprise us, because money. Rather, we're surprised by what he says while taking those actions. It's incongruous to appropriate the rhetoric of freedom while happily making money undermining freedom.