Self-censorship as a term has value whenever people fear losing something that is important to them. With governments it might be their their career chances, personal freedom or even their life. With companies it might be your online identity, your data, your social contacts. Imagine being removed from Facebook/Google/Twitter/[your social network of choice] for writing the wrong post/email. While it is certainly orders of magnitude less threatening than being tortured by the secret police, it is still a deterrent.