Regardless of the alleged guilt of an average Russian (and the West's moral superiority to dispense punishment), doing business with Russian companies simply helps finance the war. Paying higher prices is literally the least we can do to save lives (on both sides of the conflict).

Just like we should not persecute every Russian, we should not take away Ukrainians' law to defend themselves. I come from a country that spend a better part of last 250 years under occupation and, frankly, lots of people would rather die fighting than go through that again. Especially, given that Russia is not a free country even for their own citizens - let alone conquered nation.