He framed the issue as being similar to kidnapping ransoms: When an American is taken hostage each family is inclined to make payment but it fosters an industry around kidnapping Americans. Congress put a stop to it by making it illegal to pay the kidnappers. The industry shifted by ceasing the non-profitable American kidnapping and instead began targeting Europeans.
His proposal was to begin warning cybersecurity consultants and insurers who were often brought into these situations that payments to sanctioned countries were already likely illegal and could face scrutiny. The first people to suffer this might be burned, but eventually he believed the industry would move on and stop targeting US firms.
Not sure if anything ever came of his plans, but I always thought it was an interesting framing of the issue.