They have done it, and the west (over half the US states, the UK and Australia at a bare minimum) have entirely ceded any moral high ground regarding it.
Western countries had no morality before just a facade of one. Now that they are loosing economic power they are also loosing the ability to control the narrative.
'The West also does bad stuff' is not the same thing as 'China and the west are the same' or 'Russia and the west are the same'. That's a false equivalency. The west has a long tradition of respecting individual rights. You aren't going to get disappeared like you absolutely will in those places. Say what you will about the failings of the west, but there's a clear moral high ground there, even if that height is an inch tall.