First off, that argument cuts both ways - you could equally say that the people arguing Twitter or Facebook can deny some customers but a bakery should accept a

First off, that argument cuts both ways - you could equally say that the people arguing Twitter or Facebook can deny some customers but a bakery should accept all customers are displaying cognitive dissonance. But I would argue that the two situations are actually not comparable. There are lots of alternative choices available for a random bakery. But there are no alternatives available for big tech companies. They are protected from competition due to network effects or due to their sheer size. They operate the public digital town square, but are not subject to regulation like utilities are. They carry almost all societal speech today, and their censorship is as powerful as when a government does it, but they are still not required to implement any of the rules (the Constitution) that apply to our government. Big tech is not operating in a healthy environment of market competition.