its called virtue signalling. and it is indeed very shallow. this is going to cost them a handful of customers (that will be individually inconvenienced), but they'll get to launder/profit off this move of putting their foot down towards evil Putin. "That will teach him who's who!"
I think businesses need to stay out of politics and social issues. You're, in effect, punishing people who have nothing to do with what the Russian government chose to do.