Who the heck cares about public opinion when you are at war. The guys that shot the plane down stated, why were the fools flying over a war zone ? To the people in Eastern Ukraine. They are at war. Real war. Not some focus group, poll tested media campaign.
Well, I guess there are people who are totally oblivious to economic realities and the importance of markets. See, markets are based upon public opinion and choices. Putin understands these realities. So, again, I'm certain that Putin does not share your appreciation for this horrible event. It's an ugly scar that's going to make it much more difficult for Putin to achieve whatever goals he might be pursuing.