These are categorically different situations. In many places, people literally only have 1 or 2 choices for their ISP - not so for social networks. The degree to which the logic of neutral platforms applies depends on the availability of other options and the cost to switch; in the ISP case, the options are very limited and the cost is monetary and very high, and in the case of social networks the cost is low and purely social and there are many available options.
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