Sure, but as a private institution you also have no obligation to give a person a platform to talk about "X." The counter to this is why not give free promotion

Sure, but as a private institution you also have no obligation to give a person a platform to talk about "X." The counter to this is why not give free promotion to people who can't afford it? Why are we biasing "speech" towards those who can pay to be loud? That's not freedom either. The poor are by default "canceled" in many ways.