Just because they look "all look the same to you" (and me too) because they are white, THEY definitely see the differences. They have different languages and slightly different characteristics and culture. And that is just the Slavs. Then there are all the "Stans", which is a whole nother kettle of fish.
When I lived in Indonesia for a bit and (poorly) spoke the language, I could begin to distinguish between Batak, Javanese or Balinese. They would look all the same to most outsiders (and me today) but there were some slight differences. People forget that all the countries that exist today were mostly made of warring groups who were subjugated under a single leadership in some time past.