Awake! articles are meant to appeal to a wide non-JW audience. The context of the article itself describes a Sikh woman "studying the Bible" with JWs, and the threat she faced of being cut off by her Sikh family and friends for changing her belief system. It makes sense that this topic would be raised in this context, simply because it seems that the majority of new recruits are from developing countries and immigrants from these areas.
If I'm not mistaken there was another article a few years back about the Mennonites using shunning as a control tool, and decrying shunning as being inhumane and unloving. Again it was in the context of JW recruit being shunned by family and friends of their former belief system, not someone leaving the JW belief system.
As Nic pointed out, the WTS has longgggg been using the tactic that family opposition to association/studying with JWs is a form of Persecution From Satan™ to solidify the recruits' loyalty to the WTS. I can remember it in the Truth book and the Live Forever book, as well as one of the brochures intended for a Latino audience.
The average JW reading this article will apply it only to people who are leaving one belief system on the way to becoming a JW. To leave the JWs is unthinkable, it is equated with "leaving Jehovah" and "a dog returning to its own vomit".
You can point out the hypocrisy all you like, but the average JW has compartmentalized these diametrically opposed statements in such a way that they can simultaneously agree that it is horrendous and wrong for shunning to occur when someone changes their belief system (to become a JW), and perfectly acceptable (and actually required) to shun when the belief system that is being left is the JWs.
I, for one, am not going to waste my time or get my hopes up trying to get my JW relatives to wake up and smell the coffee using this article. Their choice to shun (rather than "encourage" the return of) an Inactive Person™ (me) is a complete power trip for them. They want me to engage them in cat-and-mouse games trying to convince them that I am "safe" to associate with, just so they can have the power and self-righteous satisfaction of rejecting me over and over again. I refuse to let them use me like that.