Because they’re arrogant, belligerent and stupid?
Canada, Britain, the U.S. and the boys with their toys in NATO headquarters are looking for a fight with Russia. Throughout the confrontation and provocations these protagonists treat Russia as if it is some insignificant middle power that can be provoked with impunity. That is just dangerously stupid and stupidity is something the West can ill-afford given all its internal problems — economic stagnation, unsustainable inequality, collapsing infrastructure.
Those appear to be at the bottom of their list of priorities. Apparently, on top is destroying what’s left of the planet and killing almost everyone in the process.