Economic damage is probably one of the most precise weapons we have that will damage a government yet which doesn't kill people (directly, I know quite well the impact of losing your income on your life in winter).

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.