Because shunning is only mean when non-JWs do it...
Here's Dino Ali (yes, the same Dino Ali who was questioned in the Australian Royal Commission on 10 July 2015), in The Watchtower, 1 February, 2012:
It's not clear whether he was still shunning his disfellowshipped daughter by that time.Also, for many years after [becoming a JW], some of our relatives refused to visit us. We tried to treat them according to Bible principles by showing them love. Eventually, the barriers came down, and now our close relatives no longer shun us.