It would be interesting to imagine social media companies behaving, legally and morally, as "common carriers" that don't censor any legal content, similar to the protections given to ISPs that comply with processes to remove illegal content. There's no serious objection to Google Search being able to find morally repugnant content -- people realize it's a "dumb" tool that will find anything that's out there. How could (and should) YouTube try to achieve the same thing?
I think these sites are already acting like common carriers because their users more or less expect this.
I suspect that is where a lot of the resistance to "promoted posts" is coming from. Most people don't object to promoting posts but feel like pushing a button on Facebook to do it would be "cheating" and hate that idea.
