They had a policy not to interfere with speech of heads of state (and other lesser officials) regardless of what they said (see Iranian pols and ISIS sympathizers prior to them taking steps to address the latter). They also allowed others on their platform to say more incendiary things without censoring them.

But all this was perfect for them. They were in need of a reason to shape their content more and control discourse. So congrats on that. We now have a system which controls policies and yet suffers bullying every day --but never mind that, at least we got the bad liars we don't like off the platform.