That's a good point. It just keeps moving upstream. I'm especially worried about the tie between big tech and the government. There's open communication between the two and the current administration is helping tech companies craft their "misinformation policy". On a certain level its inevitable. If you want to make sure people have reliable resources, someone needs to identify whats reliable and what's not (usually a three letter agency).
But when you have the white house openly call on a Swedish company to censor a popular podcaster, that's where I draw the line. Artists can pull their music, people can boycott, but the government shouldn't have their finger on the scale. That's exactly what the 1st amendment is about. If the state can declare something should be censored and it is (voluntarily though!) then it's no different than force. And when you exert that same pressure on upstream providers, you've essentially rebuilt the great firewall of China without any casualties.