Because it's a show of force to the West. Russia needs to flex its muscles, and since the US is basically no longer in Syria or the Middle East for active wars, the Russian Bear can't roar where someone will hear it.
You're not wrong - East Ukraine is full of Russian speaking, ethnically-Russian folks (although not really an independent state in the sense of borders and political parameters). Ukraine is considered the "jewel in the crown" of any former Soviet states, so it makes sense geopolitically to make a stink there. It did that seven years ago and it'll do it again.
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