Aha that's it! Highly significant that they begin to own this word, in my view
Well, nevertheless the fact that they admit they in fact shun people as stated on the website, and they use this word, means that when someone says they don't shun people, you can just show them the website. This will shut them up
I don't think it's so significant, given the context. JWs will do lots of mental gymnastics to deny what their own leadership has said when they know it's morally wrong. I once complained at how they demonized education and was told that they don't really mean that no one should go to school, it's just that there's a lot of people that go to school and get a useless degree, wasting their time and money, and they have to phrase things more harshly to get through to those ones. In the case of their use of the word shunning in an FAQ - I would fully expect any JW that denies shunning to say something like "well this is a FAQ for the public, so they're putting things into broad terms that the public will understand. It's not really shunning."
The cult trains JWs to compartmentalize information (e.g. they'll tell you at the door that they're not looking to convert anyone, they just want to talk about the bible!) to the point that they'll see it when the cult is doing it and think that it's a valid approach to explaining things. Most JWs know (at least implicitly) that they lie to the public for their ends, so they'll have no problem claiming that they've lied to public when cornered.