The simple part is not being able to wash away actions when they choose to be in the situation, and do worse elsewhere. Google, Apple, Facebook, etc are not in this for the moral benefit of mankind, they're here to make a buck.

That much is simple.

Actually putting things right is more complex, but almost complete inaction isn't good enough.

Keeping employees out of a country due to hostile government behavior is actually the simpler world.

If you're starting from zero, sure. Moving all employees in Russia to another country (and/or firing/replacing them) sounds like quite a major headache to me.

Sure on a 6-12 month timescale. Beyond that it seems much easier. This is true of any infrastructure decision, they generally require work in the short term but are taken on to relieve pain and facilitate the ongoing future.

I definitely hope that this is how Google and Apple respond to Russia's actions here. But I can't claim to know the difficulties they would face on a 12+mo timescale.