Insults, taunts, challenges, defamation of one’s mother etc are not free speech... they are fighting words. Where I grew up on the south side of Chicago, said words typically resulted in unwanted dental bills and procedures for the perpetrator. Now they result in funeral bills.
Saying things that are rude or impolite (like words in poor taste about the Charlie Kirk memorials) does not run afoul of that line... but as we all know, the 1st is about limiting Government action, not limiting private persons and companies.