The goalposts haven't changed.
"Cancel culture", where public opinion against a private company (or even a public body) causes someone to be "cancelled" has existed for a long, long time. It used to be that someone could be cancelled for being gay, then public opinion shifted so that you could be cancelled for being homophobic.
It isnt a new thing, its only that the right coined the term as a means to attack the Left, when public opinion shifted leftwards. The right still "cancelled" or attempted to cancel people, too, they just only call it "cancel culture" when they don't agree with it.
In any event, cancel culture isn't a free speech issue - that was always a right wing lie.
By definition, freedom of speech means the right to articulate opinions and ideas without interference, retaliation or punishment from the government. That's why this IS an alarming attack on free speech, and most so-called cancel culture is not, and was not.