Because they can "own" your website in terms of control, yet not actually own it under that specific concept. E.g. Google threatens taking away ad monetization if you don't remove certain "questionable" content (according to them). They don't own your site, but in that case they're controlling it.

And here it is in action:

https://milo.yiannopoulos.net/2017/08/google-threatens-conse...