I believe they are well aware of their guilty behaviour and have put their entire emotional being into deceiving and exploiting their followers, the error they perpetrate is too massive for them to be unaware of it. In case they are not aware of it this is because they chose to ignore it and live in the parallel universe, call it a singed conscience or a hypocritical mindset. Surely they are aware of their numerous doctrinal errors and the destructive effects of many of these upon their followers.
Ed Dunlop and many other exemplary JWs were viciously villified and expelled by GB members just for wanting to study the Bible without the WTS literature. Ray Franz was expelled for dining with someone who was himself expelled merely for disagreeing about 1919 being the year of the (so called) invisible return of Christ, a ridiculous and totally groundless claim made by the JWs. Likewise the Swedish JW historian Johansen was expelled for producing a very well documented negation of the 607 BC date.