That was my quote actually.
Businesses can say/ do whatever. But if we ship supplies and Putin decides it is an act of war, his people will quickly pull russian businesses in the ‘correct’ mindframe. Just as Russian leaders have done for centuries.
Let us not forget that the mere threat of sanctions has a massive effect on financial markets and each such threat costs many dollars to all involved. Eventually all involved will tire of perpetual instability...coming from our impotence.