Earlier quoted context omitted.
Everywhere I've seen anyone motivate restrictions on Russian citizens it's been about pushing them to revolt against their government, not about punishing. I don't know whether it makes sense, but it does seem like one of few avenues to try to get rid of putin that has low chance of resulting in atomic war.
It didn't work with North Korea, it won't work with Russia. Populace there is unarmed, disorganised and divided, while the Putin's gang is very organised and not shy of using violence against dissenters. When NATO says "we're trying to push russian joes to fix their government", they really mean "we're afraid to confront your bully, he's just too strong and cruel for us."
Doing the same to Russia should be our target. If we cannot end the totalitarian regime without starting World War III, we can still neutralize it as a threat to the rest of the world.