It IS censorship and they should stop saying it isn't, but they should clearly say "we will censor X because Y" and be transparent about it. Censorship where the majority of population agrees with it is still censorship, but approved and accepted for the greater good.
Now, the question is what does "hateful" mean? And where does "hateful" start and begin? Is saying "I hate my neighbour" and "I hate Nazis" the same? Is "I hate gay people" and "I hate Manchester United" the same? Why not focus on violence instead of hate. We should have the freedom to hate (hear me out...) but in the end it is a feeling and a preference and no censorship will change that. What should be prevented at all costs however, is violent content. People can love or hate whoever, but they shouldn't be allowed to call upon any type of violence towards them.
Someone hating someone doesn't change a thing, but someone calling for attacks against someone - this is a whole new dimension and deserves total censorship.