Simply because there is an immense pressure to do that now. The sad reality is, most of us don't really care about the wars in middle East etc., it barely gets any media attention too as it just seems to be far away and there is no threat to us. We (as humans) only start to act when our own arses are on fire. We have never had an invasion this big in Europe for decades and since we are not prepared to send our troops there, the only option left is to do what we are doing now, which is to send weapons, humanitarian aid, and sanction individuals connected with the regime in hope that maybe it will trigger some reaction in Kremlin. Hypocrisy is not a right word here.