What if you work for the Kremlin but have young kids who are now tinkled off they can't have their weekend happy meal, sure you tell them its closed and make up some excuse but when its been the same for a few weeks and your kids are in a sulk then they can't have the new iphone for their birthday things begin to bite. Then they kick off when they realise they can't go on their summer holiday because its become too expensive and their bank cards don't work there.
Sanctions are a long game, ultimately a war needs money so anything that helps delay or prevent it is good but I do feel for ordinary Russians who have done nothing wrong, I guess the west are hoping that they're the people who will take umbrage and rise up in enough numbers to affect change.
Really I don't know how western Russia is, do people there regularly shop in western shops, eat McDonalds, buy the latest tech etc or do the majority not really care about those things.