Because in my humble opinion you can not blame a company for not doing advertising for a certain industry... If we all want freedom of speech! Which is in my opinion the case, there is also the right to advertise freely. Which means, the right to reject certain ads... It works both ways, not?
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Its pretty perverse to suggest that preventing speech by banning ads is an exercise of freedom of speech!
When companies have such a monopoly position they are restricting freedom of speech by preventing ads. When those ads are from competitors then its illegal anti-competitive behaviour.
I have often heard that freedom of speech does not extend to private spaces - which includes websites. E.g. You have the right to freedom of speech, but not the right to come into my house and say whatever you like.. In the sense that I can opt to eject you for whatever reason I choose. I guess you would know more about how the law operates in that regard than most people though, I am interested to hear your thoughts on that.
The issue is the terms of anti-trust and monopoly laws. As Andrew highlighted above, it appears that in law, breach of anti-monopoly law can be proven here and that is the point.