Out of context is the favorite goto for most news orgs that want to push a particular set of ideals.

Ye it is semantics alright. Not taking the debate to the Holocaust, hate speech is not just incitement to hatred (quite broad) or incitement to crime (quite specific), against a group anymore. It is like "fake news", in that sense, when Trump comically turned the term against its creators.

I feel that when it comes to Google its not about if it is hate speech or not, but who controls it. I.e. Zuckerberg is fine although there are multiple long-lasting Facebook groups that have been used to incite crimes, but Aaron Swartz would not be (today). It is quite amusing how Facebook is not shut down in Europe even though many European countries would shut down any local company being so lax and arbitrary with moderation as Facebook.