Apart from the GB members and other senior administartion most JWs are just naive fools that have been duped into doing evil things by the FDS without realising what their actions really mean.
Even shunning they were instructed in a twisted way that it is good for those receiving it in case it moves them to return to the org and be saved just in time from Armageddon. This is mythology and perversion of course but they buy into it.
I believe if the JWs got a chance to hear the other side about the FDS and his doctrines most of them would leave the org. That's why the FDS is desperate not to let that happen.