Re: Morals, ethics, principles...
"After all, why should business suffer just because their customers are evil war-mongers who shoot down airliners. "
Well, that's a good question. The moment MH17 was down but still smoking, Western politicians were blaming Putin and the Ukrainian rebels. When Pan Am 103 came down it took weeks indeed months of intensive work to establish who really did it (and still the evidence is not wholly convincing).
Since those early accusations over MH17, you'll have seen that no proof has been offered, that the makers of the accusations have quietly backed off and distanced themselves from the more vociferous complaints. The photos allegedly of "rebel held" AA missiles have been debunked, showing locations in far distant Kiev-controlled territories, and the US (despite having the technology to resolve the hairs on a Talibani's backside in Iraq from earth orbit) have failed to produce all the loudly and gladly anticipated evidence of a missile launch in rebel held territory.
Ukraine is a backward, ill-governed, corrupt and undemocratic part of the world, with strong ethnic and national tensions. US-sponsored interference in Ukraine's primitive politics resulted in the Maidan uprising, which surprisingly then replaced an elected pro-Russian president (a dodgy crook, I'd accept) with a not-properly elected pro-US president who's also a dodgy crook, dependent upon extremist right wing militias and continued Western cash injections, triggering the not-so-latent tensions now playing out.
So, who's the bad guy's here? And interestingly if we have a cold winter in Europe, who's on the hook for the Russian retaliation for ill-conceived sanctions? Germans. Initially their government tried to take a softly-softly line, but I daresay the population will be pleased at their government now bending over to US pressure.
The US establishment have intervened all round the world over the past decade and more, and I can't think of one instance where the outcome has been good (particularly for the Americans themselves). Forced out of Somalia, Iraq, Afghanistan, Libya, and leaving those countries more wretched than they were before whilst creating and arming new enemies. Now the fools are again dabbling with starting a hobby war in somebody else's back garden, with no legitimacy nor any public support at home.
If there's a need for sanctions, it's sanctions on Washington (and perhaps London/NATO) to stop the madmen from their current spiral towards a new cold war.