I was talking of those stoking the fires who are not directly involved, such as the press and social media.
The headlines the other day are an example of them inflaming the masses: "Russia fires missiles at Poland - kills two" or variations on that theme. Reading various comments sections it worked perfectly - 'send a sniper to wipe Putin out', 'nuke Moscow', 'give Ukraine the weapons to hit targets in Russia' etc. These are the people who need to calm down.
The Russian establishment will be reading these and some could believe they represent the stance of Western governments. Thankfully it looks like talks are going on behind the scenes as well as those taking place in public in Turkey.
Also, now that it looks like "the Russian attack" was in fact a friendly fire mishap the story has been dropped like a lead balloon.