Intent should matter, but as soon as you allow discretion it goes pear-shaped.

Zuck had to know his platform was making money off of clearly illegal activities, but it was benefiting those in power. The Backpage guys seemed to be trying pretty hard to weed out child abuse while still allowing consenting adult sex work, but consensual sex offends those in power.

Either way someone gets screwed, and it never favors the less powerful.