It's entirely rational. To this day IBM is often cited as an example of a western company that did business with the Nazis.[1] No consumer company wants that

It's entirely rational. To this day IBM is often cited as an example of a western company that did business with the Nazis.[1] No consumer company wants that kind of stigma attached to them. Also, they are rightly concerned about the longer term effects of sanctions and instability as even if Russia pulled their troops out of Ukraine today (not going to happen), tensions aren't going to ease in the near term and sanctions are likely to remain in place for at least months, if not years. So it's not like business is going to come back in the short term. For the brands that depend on a 'squeaky clean' image, trying to keep as far from controversy as possible is good business. [1] See, I just did it.