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Obviously the US government would prefer to simply have monopolistic corporations voluntarily censoring content in accordance with government interests, but for them the only thing worse than having no monopolistic companies serving the empire would be having monopolistic companies which refuse to serve the empire. So the threat being issued here is, "Censor the way we tell you to censor, or your company will be broken down and replaced with one that will."
And that's exactly what could easily happen. Facebook, Google/Youtube or Twitter could easily be regulated into dysfunction or broken up into smaller companies, and then some other more government-aligned corporation could be allowed to take their place. Silicon Valley billionaires are hardly known for being the most principled people in existence to begin with, so that threat is all it would take to ensure they conduct themselves in alignment with the will of the empire.
This is just one of the many, many types of glue that keeps power structures aligned with one another's interests within the US-centralized empire. If you want to be a billionaire and control massive amounts of wealth, you have to collaborate with existing power structures. Otherwise you won't be allowed in, and if you are in you'll be kicked right out.
It's always easier to move with power than against it. That's why ambitious journalists promote the imperial narrative, it's why new money plutocrats always wind up aligning with establishment interests, and it's why so many other nations align with the US.
In theory, markets and government checks and balances are supposed to keep the big players competing against each other to our benefit. In practice, the big players always wind up collaborating against us for their own benefit.
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