This might be what they will refer to as far as imitating Jesus' example on shunning:
17 If they still refuse to listen, tell it to the church; and if they refuse to listen even to the church, treat them as you would a pagan or a tax collector. Matthew 18:17 New International Version
Note that 'pagans' and tax collectors were supposed to be ignored to the greatest degree possible.
And here is what the Bible has to say about how Christianity will effect family relationships:
34 Do not suppose that I have come to bring peace to the earth. I did not come to bring peace, but a sword. 35 For I have come to turn
“‘a man against his father,
a daughter against her mother,
a daughter-in-law against her mother-in-law—
36 a man’s enemies will be the members of his own household. - Matthew 10:34-36 New International Version
Why should the Watchtower be any different?