The biggest loser in this incident will be truth. Currently most major western news media are portraying this as a Russian job or at least Ukrainian separatists backed by Russia yet there are no reliable facts. We have "experts" lining up in studios to present their opinions as facts.
Gone are the days when news was factual, nowadays its more of "how i view it" rather than "how it actually happened".
“People will believe a big lie sooner than a little one, and if you repeat it frequently enough, people will sooner or later believe it.” ― Walter C. Langer