A lot of people see it as needlessly dragging a conflict on, but NATO (probably) knows what it’s doing, and has had plans for scenarios like this for years. Russian escalation in the region isn’t exactly new, and it’s the sort of campaign that NATO as a group will define its legitimacy on.
I’m sure that if both sides wanted to hurt the other they’d do so, NATO especially so - but to both sides it’s ultimately a game. NATO will flirt with weapons, and Russia will throw citizens at the problem and use grief/loss to restore the “fatherland”. It’s why I don’t see an end to the conflict for as long as Putin is in power.