Yeah, because unlike Russia trying to invade a country that was generally minding its own business, both Israel and Hamas suck. Both of them are bad guys who have committed massive war crimes.
Intelligent people have been calling for Palestinian freedom for a while, seeing the ongoing war crimes of israel and credulous claims to the land, but that freedom should not come at the cost of committing war crimes themselves.
Publicly supporting Israel would alienate an entire demographic who see that it's a fucked up mess with no winners, and publicly supporting Palestine would be like saying, "I support the recent actions of the Hamas," while also pissing off the Christians who think Israel is Yahweh's special little guy.
There's no way to make a marketable sound bite that encapsulates all that nuance, and I'm glad that businesses have the good graces to STFU for once.