What if the private company is "deciding under their own judgement because the VP's roomate from College is a chief of staff and they were told it would be really helpful if they decided in a beneficial way? We saw from the Twitter files that Twitter had an active relationship with members of the Democratic party and agents of the government to decide under their own judgement to ban or downrank certain people and ideas. This led to another concrete example of major outlets being effectively banned (The New York Post) due to the Hunter Biden Laptop issue. This behind the scene collusion is where the "they are a private company" line falls apart.

They are private companies. That doesn’t mean it isn’t in their best interest to maintain good relations with the people directing the nation’s sovereign power.

Never forget: sovereign power outranks corporate power. Corporations are better at making money. Sovereigns are better at violence.