JW's become acutely embarrassed about disfellowshipping when it's brought to the notice of non-JW's. It has no martyr quality like the blood issue!
During the "mentally diseased apostates" saga they even lied that shunning was a "personal matter", which of course is patently untrue as refusal to shun is a disfellowshipping offence!
Look at this quote taken from the Independent newspaper, UK:
Rick Fenton, a spokesperson for the Watchtower Society, insisted last night that ostracisation was "a personal matter for each individual to decide for himself". "Any one of Jehovah's Witnesses is free to express their feelings and to ask questions," he said. "If a person changes their mind about Bible-based teachings they once held dear, we recognise their right to leave."