I think the problem stems from the fact that Reddit and other 'private' businesses are acting like public squares. People use these systems as public spaces in which they can build communities, relationships and ideas. It's not just a question of "well it's private so they can do whatever they want". Lawful is not the same thing as ethical. Some people on Reddit have their society on Reddit. What does Reddit owe them? It's a demand to ask 'How should Reddit and other businesses participate in society in a way that is ethical and helpful?'