Yeah, I see what you mean and I know the feeling [1]. However, I think in the end the suffering becomes associated with the government anyway, so in the long te

Yeah, I see what you mean and I know the feeling [1]. However, I think in the end the suffering becomes associated with the government anyway, so in the long term the strategy works. Here is some anecdotal evidence: current sanctions against Russia are precisely targeting companies that belong to elites. However, the Russian government imposed embargo on European food producers, in effect imposing self-sanctions on a wide population (food became a lot more expensive and really crappy here). They also managed to associate raising food prices with Western actions in the public eye, the stunt that worked really well at least on my parents and my friends' parents. However, now (after a year and a half) the propaganda starts to wear off and people become really unhappy with the government itself, despite their "rational understanding" of who's responsible for their troubles (the West). So yeah, it's a long game, but I can see the point of it. The video is great, I wish best luck to your brother and his business! [1]: I'm Russian and there is a ton of shit going on [in/because of] my country and a lot of people are unhappy about it (Ukrainians in particular). The issue is morally complicated AF and is closely related to a concept of collective responsibility, which isn't a clear-cut either. Personally I decided that it's wrong to completely separate myself from the actions of my govt (I know I could do more to prevent its misdeeds), so I feel some guilt about it and acknowledge when people have prejudices about me. Fortunately, most people (even more amazing, most of Ukrainians, despite all the shit Russia did to them) are nice and friendly when they see I don't consider appropriate to snatch chunks of neighbour's land.