The issue here is whether these private companies are actually making rules within their own private domain, or if they control a public space.
If you feel like you intuitively know the answer to that question, take that as an indication that you haven't loaded enough of the prerequisites in your mind to actually understand what is at stake.
There are simple arguments for both sides of the equation, but the details become maddening before you even get to the complications of how it's all subservient to advertising, personal data tracking, and in a realm that is testing our current definition of monopoly.