It's also for the beneifit of the media. Non-JW's are often astounded when they hear of the harshness of disfellowshipping, I'm betting that the WT will respond by saying that they do all they can to help the DF'd ones to return and quote this booklet.
I suggest quoting their own literature back at them, in particular their misuse of the parable of the prodigal son. They conveniently forget that it was the father himself who ran out to meet the returning son before he'd even arrived at the family home, not the father waiting until the son had had prostrated himself and then waited a year for re-admission.