Capitalism at its worst
The lure of the almighty dollar doesn't care about war or politics.
Companies, including tech companies, are viewing this as a sales blip. They are almost all planning to minimally comply with sanctions and maintain whatever existing relationships they have so that their businesses can jump back in as soon as they can.
Pausing software sales doesn't do much. Pausing software support would do a bit more but how many companies here are running antiquated software.
If you want an effective sanction, have AWS and other database providers lock all Russian data - no write, no read, nothing.