I guess they finally found a Watchtower decree they can carry out successfully.
Exactly. They feel so good that there is finally someone lower than them on the theocratic totem pole, they shun with an energy and zeal that they are unable to put into any other "Kingdom activites". Hypocritical, yes, but they feel oh so righteous about how they are proving their loyalty to their God Jehovah The Watchtower Society.