I'm with you 100% on that free speech can be taken literally. One valid meaning is that you can say what you want, have the opinions you want, be crazy and absurd... up to the point of inciting violence, making false medical claims, and the other carve outs we've collectively decided are a good idea and enshrined in law.
There's another aspect of "free speech" that deserves the same protection, which is that it also means we have the right to freedom of association. No one and no company is required to associate with Parler, any of the people spouting nonsense, or anyone saying anything they don't want to hear.
The internet is a way for us to associate with each other. If people and companies on the internet don't want to associate with you, that's their right. If a condition of association is that you refrain from saying certain things, that's their right.
The government does not control this. If EVERYONE on the internet puts speech conditions on their association with you, that's their right. The government does not have the right to tell us such action is wrong.
Reading through your comments, I think you would be with me on feeling really uncomfortable with the government specifying what kind of people any person or company either must or must not associate with. Freedom goes both ways, people have the right to say something and the right to refrain from saying something.
Critically, what we've all learned now is that it's a right you can't give up or ignore. More than a right, it's a responsibility. There's no "neutral" perfect libertarian position here. If you choose not to filter any of your associations, you choose to associate with everyone and accept the consequences to your relationships that come along with that. I'm reminded of that Rush lyric: "If you choose not to decide, you still have made a choice."
It is critical that we understand the actual and moral differences between that a government driven ban and a collective societal decision. No one is going to jail just for being a fan of Parler. (Some people WILL be going to jail, but because of their actions.) Our system insists that we use "bottom up" social action by private people and organizations to set conditions on speech, rather than criminal prosecution. The system is working as intended.
We should address WHY this feels like government imposed speech limitation - it's because we have allowed ourselves to think of and act as if the tech companies are a kind of government. Many of us (myself included) at some point thought they could and should behave like the government - passing the rights of speech and association to us and staying out of it. This was our mistake. The companies are NOT the government. They do not have the ability to do that. The tech companies are just companies, with the same rights and responsibilities we all have here, no matter how powerful they seem to be.