The American-controlled media and politicians got a directive to escalate the reaction into the “moral high ground” position vs. Russia, and not to calm things down and contextualize. This means that the situation will quickly escalate beyond the local boundaries of the conflict. Also, the sanctions regime was gradually escalated over the years to the point where there’s almost no space for growth, and also practically no incentive for Russia to pursue peace; they basically lost the peace and the only way to a normal situation would be through war, because unless America is soundly militarily defeated, their colonies will never normalize relations, but if they are defeated, the secondary issues will disappear.