A month ago, Russia launched its brutal attack on Ukraine.
After a brief moment of shock, the western world reacted to the barbaric act with economic sanctions on an unprecedented scale.
Countless companies from North America and Europe refrained from doing business with the country of the warmonger to applause from the public.
Today it is clear that the reality is, as so often, more complicated.
Civilized citizens are allowed to express their horror by demanding that no more euros or dollars be paid into the Russian war coffers.
However, like politicians, CEOs need to see things more broadly.
Not every business - especially in the energy sector - can be ended overnight.
And it's cheap to call managers' general responsibility for their employees in Russia a pretext.
The lurching course makes it clear what a dilemma the West is in as a whole: it wants to hit Putin's regime hard economically without harming the Russian civilian population too much.
Not to mention the consequences for the West of too quickly decoupling from Russian energy supplies.
At some point you have to make a decision.