Anything that remotely relates to nuclear physics causes people to shut off their brains and go into irrational fear mode. That's more or less what Putin is banking on I'd guess.
Makes sense as loudly screaming various magical buzzwords like "MUH NAZIS!" or "MUH TERRORISMS!" or "MUH COOF!" or "MUH NUCLEAR WAR!" or "MUH PWOBLEMATIC RAYSISM!" or "MUH GLOBOHOMO!" or "MUH WESTERN COLONIALISM!" or "MUH WINTER FREEZE!" to try and flip western public opinion has been russia's central, some may even say sole focus with regards to external propaganda since day 1.
Basically just grabbing at whatever terminology they think will cause the western public to shrink back in horror and spamming it en masse from every angle, hoping that since these no-no words cause chimpouts on the internet and social media, it will have the exact same effect on the general population.
....or to put it simply, they banked absolutely fucking
everything on the normies being as obsessed with social media shitshows as the most autistic redditor, most schizophrenic channer, and the most insufferable twitter retard combined
Needless to say....it didnt fucking work, and infact made russia appear orders of magnitude more loathsome and pathetic to the same western audiences they wanted to both terrify and win over to a greater or lesser degree as their highest diplomats babbled about nazi burd biolabs, the wests evil attacks on the third reich during WW2, satanic homogay tranny cultists planning to buck break helpless russian orthodox priests en masse, the poor huddled masses of western Europe being so destitute by the war that they were reduced to eating their own used toilet paper for sustenance, Ukraine committing genocide every day by not surrendering to their liberators who had not yet fired a single shot against them, and dozens of even more fucking retarded narrative spins on their impressively ignoble shitting of their own bed.
And all this was compounded as the empty threats stacked up higher and higher, russia was pushed back further and further, and the true extent of their attacks on civilians became clearer and clearer, and both the west and the world at large began viewing russia as just a larger north korea with a bigger parking lot.