It's basically targeted maketing. They pretty much wanted the West lethargic and unreactive at some point early in the war. Like "don't bother sending aid to Ukraine because Putin is kicking the bucket soon" kind of a narrative.

In Russia yes, they project the strongman narrative.

I’d have thought the effect would be the opposite. Support Ukraine because it’s only going to be a short war, as Russia will be giving up soon, so why let them get conquered?