Why should citizens be punished for the actions of their government? If you're an American, how would you feel about being punished for the repeated war crimes of the US war machine (bringing slaves back to Libya, Iraq invasion and more recently drone striking innocent kids in a car in Afghanistan)?
The average Russian internet company and its developers have no part in this war. I don't see why they should be punished.
It seems like open discrimination and prejudice, no less toxic than people avoiding Chinese restaurants due to the coronavirus.
It's also deeply dangerous. Pushing an adversary into a corner can lead to isolation or further aggression. America has been battering North Korea with sanctions for decades, and they're more isolated than ever. However despicable this is, if the talks and negotiations stop then you should be seriously worried.