While I agree that the Watchtower organization coerces people to shun it's still the individual people that choose to do it. My family chooses religion over family. Some people choose drugs or alcohol over family, mine aren't addicts they are crazy religious people. Until they take responsibility for their own actions the shunning will continue.
Part of the allure of religions like the JWs is people don't have to think for themselves or take responsibility for their actions. All the decisions are made for them.