A major challenge of any modern democracy is balancing the importance of free expression with the need to contain damage caused by widespread dissemination of speech which is false, divisive, and reprehensible. Fortunately, the founding fathers already figured out how to balance it, when they wrote an amendment to the Constitution which precludes government censorship of speech but does not preclude private censorship of speech.
This idea that there is such a big need to extend a legal doctrine meant originally to apply only to the government into the private sector so that we can protect vile provocateurs like Jones is absurd. We are under no such obligation. Jones followers have been known to engage in such laudable behavior as telephoning the parents of Sandyhook victims to tell them that their kids never existed and their grief isn't real. Jones is a Ted Bundy who found a legal way to express his psychopathy and stay out of jail because we have a 1A. The idea that corporations should forebear their legal right to take actions which may merely reduce the reach of his disgusting drivel because we want to adhere to an even broader concept of free speech than our founding fathers believed in is ridiculous.
I honestly can't see why anyone would have a problem with the actions taken by these companies. They should have done it long ago.