The company that put up the billboards was described as "patriots".
"It’s just that our director is very patriotic, so we decided to show that we are for patriotism"
The article mentions criticism of the billboards by Евгений Ройзман (Yevgeny Roizman), who's conversely not considered "patriotic" -- he's officially labeled a "иноагент" (foreign agent).
Joe Rogan, net worth $200 million, is upset because Ukrainians refuse to die in silence and the noise is bothering him. Ukrainians should be paying Joe Rogan for the psychological damage due to pooping his pants because he "has to" read about Putin instead of "just having fun".
Joe Rogan just wants to "live your life, be carefree and have fun and do the things that you're passionate about".
As opposed to, you know, *40 million Ukrainians*, who don't really count as people in the Joe Rogan worldview.