Let me refer you to the classic case of past allies turned enemies of the US: Saddam Hussein and Muammar Gaddafi.
What do these three men (including Putin) have in common? They made deals with the US/NATO powers generally to gain/stay in power and when they eventually stopped playing the little games that the US demanded they play they were unceremoniously denounced and eventually taken down. Well, Putin still remains mostly because (imo) he inherited the old USSR military assets including nukes which de facto made him untouchable in several ways.
Putin was helped into power because the west expected him to bend over and gut his own country (former USSR industries) for the profits of the west (mostly). In return, Putin expected to be treated as an equal to any western nation. Perhaps like an eastern Germany.
Unfortunately for him, Russians, and the world now, the western leaders never had any intention of treating a Russian as an equal. They just wanted their industries, their oil and gas, and for Putin to facilitate all of it. Eventually be caught on to the fact that many in the US gov would never accept his new capitalist Russia no matter how much he bent for them and conceded to them, so he stopped playing their games. He's been demonized by the state, and thus the media as its mouthpiece, since.
"I don't like capitalist Russia"
