The difference for me is that these companies are blaming it on the rhetoric of Trump and his supporters. However the rhetoric was no different on the morning

The difference for me is that these companies are blaming it on the rhetoric of Trump and his supporters. However the rhetoric was no different on the morning of the 6th than it was before that. They are simply judging it based off the fact that the violence inciting rhetoric actually resulted in violence this time. If the rhetoric was the problem, these platforms should have acted much sooner.