Russian propagandists tell people what they want to hear. For longtermists like Muskovitj, it's fear of Global Thermonuclear War. For trads, it's Orthodox faith and subjugation of women. For fascists, it's implied antisemitism and general racism. For tankies, it's having a counterweight to American imperialism.
The stupid thing is that medium to long term, Musk would sell more Teslas and Starlinks to a free unoccupied Ukraine than a broke Russia under permanent sanctions. But I guess he finds the other arguments intriguing.