Russia (Putin) has repeatedly stated there are no rules in war and that the ultimate strategic goal of this globally fought Cold War 2.0 / WW3 (depending on your definitions) is the replacement of the rules based order with a multi polar order based on spheres of influence and the uninhibited exercise of raw power in all its forms.
So why (are we so stupid) the hubris that anything related to our way of framing and thinking is the same as theirs or even matters to them? Only the calculus of cause and effect, risk vs reward and generational vs election cycle planning matter.
Want this to stop? Retaliate quickly, decisively and proportionately (but slightly higher). Ideally say what you are going to do then immediately do it while saying and proving they can do nothing to stop you and then publicly show the world that you did what you promised and then some and that they were powerless to stop you. Sound familiar (cough cough Hazle tree cough cough). Rub their nose in it in such a way that any followon retaliation will seem the petty and pointless act of a weakling.
The subtext being that we could do this at any time to anyone but are too decent to do so (unless provoked) and above petty displays of bullying and bravado. Turn a tactical level kinetic war provocation into an operational level viral info war meme.
We need to grow the F up if we want to play in the modern big boys 'Great Game'. Channel the Gambler. You are either sitting at the dinner table or food to be placed on it. The likes of Scholtz and Sullivan are appetisers. Putin's test this time is aimed at further destabilising NATO unity to further his ultimate goal. We need to retake the initiative and stop playing his game. Change it. Remake it. Own it. WIN IT.