It is not hypocritical or contradictory to believe that deplatforming is appropriate in some cases and not in others.

Yeah but what GP is commenting on is that you can't make the argument "deplatforming is okay because free speech doesn't apply to companies" and then complain about deplatforming in this instance.

I agree with GP that the arguments one makes should reflect one's actual reasoning, e.g. "I believe it's wrong to say thing X and therefore I support deplatforming in that instace". But because "I support deplatforming in every instace" sounds stronger many people falsely claimed that to be their reasoning. And now they're forced to deal with the consequences, i.e. being called hypocrites.