Earlier quoted context omitted.
Chechnya war also was very close and nobody cared since they were mostly Islamic, and the war in the former Yugoslavia happened just in the middle of Europe, but apparently many have already lost memory of it despite the atrocities committed. https://en.wikipedia.org/wiki/Srebrenica_massacre
Many people also did not care about Georgia. So while cultural proximity is certainly a factor, geographical proximity seems to be a significant factor, too. I don't think Sreberenica is forgotten or was ignored in Europe. The West seems to be slow to wake up -- and Putin got high on his sequence of "successful" wars. I don't want to deny that hypocrisy exists here, but it doesn't justify Putins crimes anywhere.
The diplomatic relationships since Russia Federation's birth have been problematic and idiosyncratic. Russian people wanted recognition of their value. West decided to not follow similar approach with other past enemies countries -- and this was due to the cold war. Somehow Russia's "Monroe" doctrine is surprising now to us, despite all the warnings by political science and diplomats since 2014. (at least/off the top of my head: https://www.youtube.com/watch?v=8X7Ng75e5gQ and https://www.youtube.com/watch?v=JrMiSQAGOS4&t=2893s) And our own similar reactions and actions.
It is known that Putin made multiple attempts to establish partnerships and ensure Russia was part of the West. https://www.theguardian.com/world/2021/nov/04/ex-nato-head-s... I would say all sides need to take a breather and attempt an honest discussion among equals -- if it's not too late.