[mikeash]

I don't get this at all. Why shouldn't CloudFlare make rules? So what if they get it wrong sometimes? There are plenty of alternatives. Not having any rules about what you'll host seems crazy.

Free speech means that you can say whatever you want, but it does not mean that you can get others to help you say it. If they want to help then fine, but if they don't want to help you that's not a free speech issue.

[LeifCarrotson]

They should consider what it would be like to live in an alternate universe where they were a consumer of their service. Not just being a customer themselves (that would be "give the customer everything, and pay him for the privilege"), but what would the rest of the world look like - would the company be in business, would there be negative externalities, etc.

For the reasons described, the thought experiment would (in my mind) suggest that there should be no speech restrictions, so that's the action they should take. Or you could describe it as "do unto others as you would have them do unto you".