They're avoiding Ukraine and Russian airspace close to the Ukrainian border. Have a look at this flight I've selected flying from Turkey to Moscow and you can clearly see the avoided area.
Many countries (loathe to use the word Western, but can't think of a better term) are not permitted to fly over Russian air space at all. Some which aren't banned are also choosing not to e.g. JAL. This means they are using the slightly longer polar route (see KLM image example) from North East Asia.
Plenty of countries are allowed to do so and are doing so, notably Emirates and Qatar to the US are flying north over Russia.
Similarly, Russian aircraft are banned from North America, UK, EU and other airspace, which means Russians heading home from their beach holidays in Cuba, are having to take a long way round to remain in international airspace (see example of the flight from Varadero to Moscow).
(sorry for the digression from Isha, hopefully ok in the spirit of normal FR threads)