New Hampshire’s Governor has ordered state-run liquor stores to pull Russian vodka _and_ Russian branded vodka from the shelves.[1] So a product made entirely outside of Russia where not a single cent of profit finds its way back to Russia is still removed under the order if it uses Russian “branding”:

> Products that use the words 'Russia' or 'Russian' in the brand name, advertising, or product description—along with products that depict Russian architecture or symbols colloquially associated with Russia—are all considered to be Russian-branded products and have been removed under the Governor's Executive Order[2]

It’s hard to see how that’s anything other than emotional. And, I would imagine, illegal.

[1](PDF)https://www.governor.nh.gov/sites/g/files/ehbemt336/files/in...

[2]https://www.newsweek.com/vodka-brands-remind-they-arent-russ...

So if the desire by Google, Disney, Sony, Apple, etc. is to not be seen as enablers or collaborators to the russian-led war, one can assume that it's a rational decision not an emotional one... :D

It's entirely rational. To this day IBM is often cited as an example of a western company that did business with the Nazis.[1] No consumer company wants that kind of stigma attached to them.

Also, they are rightly concerned about the longer term effects of sanctions and instability as even if Russia pulled their troops out of Ukraine today (not going to happen), tensions aren't going to ease in the near term and sanctions are likely to remain in place for at least months, if not years. So it's not like business is going to come back in the short term. For the brands that depend on a 'squeaky clean' image, trying to keep as far from controversy as possible is good business.

[1] See, I just did it.

They are rational in the sense that most of the world is trying everything they can to avoid a shooting war with Russia. It's the whole of sanctions that will put pressure on Russia, not any single one.