It might be helpful to highlight the following distinction: In the case of putting a message on a cake, an individual human has to effectively perform a delibe

It might be helpful to highlight the following distinction: In the case of putting a message on a cake, an individual human has to effectively perform a deliberate action which may seem to express an opinion (potentially one which they do not share), whereas in the case of a big tech company, the default state is for their software to allow any customer to express any opinion with their own comment, and it is only the deliberate act of censorship/moderation that involves the conscious decision of an employee. If a baker had an "automatic cake decorating machine", but they checked what messages you had put on your cake before allowing you to leave their bakery with the result, then that would be a closer comparison.