The real problem is, Russia didn't retaliate against the EU, neither against the U.S. What they did is retaliation against their own fellow citizens. I don't think losing the Russian market for the EU & U.S. is even 1% of what losing the ability to buy quality stuff from the first world is for ordinary Russians. Once again, the Russian authorities demonstrate that they treat people just like another resource, like oil, gas, etc. Maybe that will be the last straw for the people to finally wake up though?...