They care about power, and they're fueled by hate. Their genius is their ability to use words as weapons, to strike at the weaknesses of a civilization as they are doing now in this free speech 'debate'. They'll use truth, or lies, as needed to get what they want. They're not bound by the usual rules framing debate.
During the Charlottesville attack this weekend, these assholes were all over the internet claiming that the attacker was actually an antifa socialist, doxxing an innocent person in the process. After that turned out to be of course false, did they express shame or regret at their lies? Of course not. They went onto the next justification, claiming that the driver had been 'provoked' into driving into the crowd. Now they have the fringe Alex Jones element claiming that the Nazis at this rally were Jewish actors.
That's what we're dealing with here. People need to get that through their heads and stop thinking that fascists can be reasonable. They're inherently unreasonable and they use that to their every advantage. They're not ashamed of lies, and they will tell different lies and different truths to different people to sow chaos, confusion and inaction amongst those who speak against them.
After they've won, let's see exactly how much they hold up their reverence for free speech as they're claiming to do now. They don't care about free speech. In fact I wouldn't even say they're necessarily against free speech. They don't care about ideas - they'll just kill anyone who gets in their way. They're using our reverence for free speech against us.
In some twisted way you could almost say they really are more evolved. Just as we are able to control animals in large groups by understanding their behavior and manipulating it, fascists dedicate their energies to manipulating human emotions and behaviors, both at the micro and macro level. By driving out all compassion from themselves, they open themselves up to actions and manipulations that most people would be prevented from doing by their human shame.