As Masha Gessen has several times put it, Putin (and, by extensions, Putler's mouthpieces and ass lickers) lie not to make their listeners believe a falsehood, but to assert and demonstrate power: That he (they) can say whatever he wants, and nothing you can do against it. She advises, generally, against fact-checking everything, or more precisely to keep on fact-checking: Once you have found out that Putler (and autocrats like him; Trump also an example) lies as a habit and as a way of meta-communication, not tactically, it becomes necessary to point out not the lies as such, but the habit. It doesn't matter then whether a new statement is a lie.
(Here is something that the Ruscists actually are doing badly - they have forgotten a main rule for good propaganda: That enough of it be true enough to pass long enough as information worth considering. By lying too obviously, too often, it no longer works tactically. Nobody is fooled by it anymore, at least nobody with access to truer narratives)
