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Precedents don't apply because it's not a government entity, someone says.
Well, I'd rather they didn't have any excuses to justify whatever it is they do. If they're going to arbitrarily and unilaterally do something, that is on them.
That is also not how the First Amendment works :)
If a company is ordered to do something by a government, or they run something like a company town acting in lieu of the government, it becomes a state actor.