Yes, it's not a NATO territory, but a soft target.

If you want to nullify the whatever little political capital Russian political establishment has left, there is no better target.

See how they (putinists) spin it: they say to Russians that all hardships you endure will be rewarded with a glorious military victory, and greatness.

Seeing Russia return to back muddied waters of nineties, when Chechen, and Tojikistan wars were on the news 24/7 will annihilate what little support they have from the population and elites.

The West needs to show Russians that their conscripts will be dying for nothing.