Big win for free speech on the internet. Not necessarily. Using an "algorithm" to promote some posts and diminish others is not exactly "free speech" is it?

Big win for free speech on the internet. Not necessarily. Using an "algorithm" to promote some posts and diminish others is not exactly "free speech" is it? It is actually distorting speech. Why would a publisher do this? Maybe personal bias but more likely for profit. Should corporate profits really be protected in this way?