In 2018, several internet services decided to pull channels from Alex Jones and his Infowars setup, including YouTube and Apple’s App Store, but until now the company’s app remained available via the Google Play Store. While conspiracy theories and lawsuits from parents who said he’d lied about them and their children weren’t enough to earn Jones the boot, Wired reports that the final straw came after Jones published a video disputing quarantine and social distancing efforts meant to slow the spread of COVID-19.

Google and other companies have banded together to combat misinformation about the coronavirus pandemic, and in a statement a spokesperson said “Now more than ever, combating misinformation on the Play Store is a top priority for the team.” The only question left is why they waited so long to do something that seemed inevitable from the start.

The move will also ban impersonations, not to mention Facebook events and groups promoting those subject to the bans. You can still talk about the banned individuals or share content involving them that doesn’t violate other terms of service.

Facebook argued in a statement to The Atlantic that this was in line with its earlier approach. “We’ve always banned individuals or organizations that promote or engage in violence and hate, regardless of ideology,” a spokesperson said. It just took a while to deliver these bans due to the “extensive” process of evaluating potential offenders.

These bans aren’t likely to halt the spread of their associated messages. It will prevent them from acting in an official capacity, though, and it also establishes some consistency. Facebook has been accused of letting prominent hatemongers persist even as it clamps down on others, particularly on Instagram. While this new ban won’t please some free speech advocates, it does clear up where Facebook stands on the subject.