(1) That just the reality of modern media landscape in the social media environment, you have to take any issue up to eleven relying on sensationalistic viral form and breaking news content. That true for any political issue and is actually a very interesting topic of how AI algorithm and content aimed to elicit specific emotions is used to affect audiences and how it affect discourse.
Also there is an interesting dynamic here, as every successful political activist understand political realities and tries to play the game, trying to create awareness by any meanness possible. There also the Zealots, who live inside their echo chambers and can't separate narrative and reality, a holier than thou bunch who lay claim to ultimate truth, believing that their issues are the most important, and others are deranged idiots who use dirty tricks.
(2) One should understand that modern conflicts aren't only fought on the ground, and the role of media in public support and political will. In past conflicts Putin learned that all he need is wait out the westren media short attention span, securing his objectives and then waiting out the media outrage and impotent response, and here we are with war that no one believed could happen.
(3) Regardless of the media narratives. Russia hasn't been considered a competitor for a long while, for that matter China became the focus of USA with Obama pivot, long before Trump's twitter loud mouth brought it to public attention, and mind you despite all Trump's big talk USA strategy didn't changed much with him or after him (nor with Obama for that matter)