But the game of consequences began long ago.
When Putin poisoned Litvinenko in London, he denied it, when all the evidence pointed to him. Same with the Skripals.
When Putin invaded Crimea, his army wore no insignia and he denied they were his men. Until he had control, that is.
He employs an army of information warriors and bots to distribute fake news, interferes with elections and then denies it.
In doing so, he has surrendered an asset which is irrecoverable once lost. His integrity. He lies repeatedly. So no one believes a word he says.
Now he complains that no one trusts him.
Doh.