Yes much can be automated but there is usually a human element to these deals and that costs the hackers money.
They also want to be careful to limit their hacks to companies their handlers are happy for them to hack. Go too wide and you risk hitting a company directly or indirectly linked to your state/handler/patron.
There are thousands, if not tens of thousands, of such deals done every year.
Sorta playing into stereotypes about engineers here.
Perhaps not the largest groups, but the smaller ones, posssibly.
What's not is managing big sums of money, turning crypto in to a more traditional currency/assets. That side of the operation probably has more people doing leg work than you'd think.
It's even conceivable that if they go too far and political pressure in the US builds high enough, and Russia &/or their countries of residence are also put under pressure, that they could find themselves on the wrong end of a drone strike or no-knock flash-bank assisted rapid entry to homes and business locations. All they have to do is pick the wrong target that directly leads to deaths-- hospitals the most obvious, but industrial accidents or "rapid unplanned disassembly" of something like a chemical plant...
I was shocked at the pipeline attack, followed by one on the US's food supply. These rise to the level of terrorism, and when fear & anger become dominant motivating factors the event horizon for any ability to predict what happens will become significantly shorter and less certain.
And in the middle of all of that will be a team of techies and support staff struggling to cope with day to day realities of running a thriving organization. There's an IT Crowd satire show somewhere in there that Netflix should consider.
Why couldn't they have bootstrapped years ago? I suspect the real reason is they actually want to avoid extensive media coverage.
1) Scale of the attacks. Taking large portions of a country's petro-chemical/energy pipeline is far above the threat level presented by most prior hacks. The same goes for shutting down ~20% of the nation's pork & beef food supply. And now hundreds of companies impacted as a result of a single breach. Ransomware isn't new, but it is in hockey-stick growth mode.
2) Increased market for crypto currencies. Criminal activity may not, by far, be the dominant activity, but the more legitimate transactions there are, the easier it is to hide criminal transaction.
3) Bootstrapping this type of thing takes time because it's not just about capital in this case. It's also about accumulating vulnerabilities and compromising systems long enough that backups-- for example a week or month old-- are still useless (also encrypted). And going back to earlier backups will lose the company too much essential data.
4) And as you said, avoiding media coverage that will bring too much attention, and with it the potential for a crackdown. The slow burn on increasing ransomware over the years has acclimate people to it in a way that makes even the most recent massive attacks a little more normalized, especially when they pay the ransom & get back up & running in a few days. That limits the amount of public pressure to fight this head on with mandated increased security and massive resources thrown at pro-actively going after these hackers.
5) In 2016 ransomware wasn't quite as mature. 2020 is different, and the political landscape is different: I'm not making a partisan comment here. I'm not saying the previous US administration prevented these things better or the current administration dropped the ball. What I'm saying is that when there's any new administration, there are threat actors that will test the waters, see how far they can go. I definitely thing that's a factor here, especially so close after the Biden administration delivered its list of 16 untouchable sectors to Russia & Putin. There's going to be a lot of adversarial interest in just how firm those limits are, and what the response will be.
Otherwise, from a national awareness standpoint, you do approach an important point: It may not be a new phenomena, but for the vast majority of Americans that don't follow tech news, this is new and, given the scale of recent attacks, somewhat scary.
No worries though, the ransom from this round should serve nicely as a Series B round of financing & enable rapid scaling of the post-hack ransom extraction process.