I think that FB, Twitter, Apple, etc. were becoming concerned that they were liable for carrying the messages that incited the Capitol attack.
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If the point I highlighted above is Apple's official position, then Facebook, Twitter, Apple, Amazon, etc, etc... are responsible for all the user generated content present on their services. Any lawyer would certainly take this position. I'd say the big social media companies have painted themselves into a corner whereupon they must now monitor and moderate everything.