Because there isn't a free market, but a regulated market and there is a widespread perception (on both the left and the right) that the regulations are tilted in favor of the establishment and oligarchs, and against normal people, workers, consumers, and taxpayers.

Furthermore when there was protests which were marred by violence in 2020 the platforms were supportive of the protestors and continued to permit them to organize.

> what is the rationale for squaring this circle

If we want a free market, lets have a free market. If we want regulations, lets let those regulations reflect perspectives from both sides of the aisle. A regulated market for me, and a free market for thee, is not acceptable.