Wal-Mart, Apple, and Microsoft, are not restricting sales only to people they agree with. When Wal-Mart starts kicking people out for wearing a MAGA hat or shirt, when Apple and Microsoft start corrupting their OS if you write or post something they disagree with, then I will see the equivalence.
Facebook is becoming more of a political outlet, a kind of PAC, than it is a commercial enterprise. And with its scope and reach, that is a dangerous thing. Like it or not, Zuckerberg is an international political figure with a global platform to push his agenda. There is much more involved here than just simple commerce.