You are right, but deliberately hitting crowd of commoners with a huge rock trying to hit a coward warrior? Don't pretend the West has no more precise option
Could the US (UK, France, Germany, etc) hit Putin directly with a drone or missile strike? Quite possibly (though chances are pretty high that would look a lot like your "coward in a crowd" scenario).
But - pertinent to this conversation - can Namecheap's CEO hit Putin directly with a conventional weapon strike? No. He doesn't have bombs, drones, missiles, or guns. He has domain name registries and web hosting, and the ability to offer and not offer those services to others.
War is cruel.
You are welcome to name what it is.