They may not want to make the rules, but they do want the rules. They just don't want the blame. Otherwise they would just, not have the rules around who they'll work with. They would just work with anyone and tell anyone that complains about it to complain to the government, that it's company policy to work with any legal company.

DNS doesn't stop to check if you're okay to have a name. Water company and electric don't refuse to hook up your building because they don't like your business.

They have chosen to become content arbitrators. It was not foist upon them.