I think there's also the fact that a lot of things can be understood as "censorship" even when we don't normally call it that. Moderating, blocking, filtering, defederating, etc.
Libs are so used to calling all the bad parts of liberalism by a different name that they really believe they're not [doing the thing] while [doing the thing]. Like how they're not concentration camps, they're "immigration overflow facilities." And they don't sell weapons, they "provide lethal aid." And they definitely don't impoverish millions of people in order to incite war, no they uh "apply targeted sanctions" or something.
They probably, genuinely, don't see the contradiction in advocating for free speech while banning stuff instinctively. They categorically don't see it that way, because they're the ones doing it.