In addition to the massive and myriad economic sanctions being leveled against Russian President Vladimir Putin and his gang of oily oligarchs, the more remarkable action has been actually been in the private sector, says Yahoo Finance editor-in-chief Andy Serwer.

The list of companies standing up to Putin is long and getting longer by the hour and includes American Express, Apple, Nike, Goldman Sachs, DirectTV, GM, Disney, Harley-Davidson, Boeing, Mastercard, Visa, BlackRock, Warner Media, Dell, the NYSE and Nasdaq. And that’s just a handful of big American names, he notes.

“I can’t recall ever seeing the private sector so aligned,” says Serwer.