There are a lot of facists who pretend that any time a company chooses not to amplify their content, they are having their rights curtailed. They know that it's not true, but if they complain loudly enough, they can convince companies to comply. They are also trying to use the Streisand effect to amplify their messages.

Any time they try to paint it as a free speech issue is a psy-op.

There are real free speech issues in the US, but they don't look like this.