Costs obviously do matter, but no-one is saying it's a fool-proof means of control.
Also I think part of the problem in this case is that Europe failed to make Russia sufficiently financially dependent on Europe. Instead Europe made itself dependent on Russia for energy, which means that the pacifying forces of trade are leveraged more towards Europe than towards Russia.
Geopolitics are complicated and messy. The more I think about them the more my head hurts.