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"Cannot the rules under which it operates be changed?"
I think this is a fascinating area. Comcast and similar companies (along with their and our actions--such as being discussed here) reside at the confluence of corporate/business rights, journalistic rights, and free speech rights. Seems like a pretty tangled web, but then I'm not a lawyer and don't know what the case law says.
Does Comcast utilize public space as part of its business? Is the Carney ad considered free political speech? (I note that it cost money, and the SCOTUS says money is free speech...). What obligation does Comcast have in terms of public benefit and public good, not only as a news distributor and venue owner, but also simply as a corporation?