Of course they understand it...
That's why they're so strident about using it
This shows what an unloving organisation this is.
You're not wrong about this. But can you point to an 'organization' that IS loving? I can't. At the end of the day, it all just comes down to people, and the choices they make about who they will listen to, and what they will do.
We talk about the WT like it's our arch-enemy for the hurt we've experienced at its direction...but people (our 'friends'/relatives) have chosen to LISTEN and OBEY.
The WT can't throw you in jail or garnish your wages. All they can really do is level DISAPPROVAL at you and call you a 'bad person'. It's our (supposed) friends and relatives that have chosen the WTs approval as more important than us.
That's the bottom line. Hold individual JWs accountable for their actions. Each one makes a choice. Everyone in the cult CHOOSES to be in the cult, just as much as we have CHOSEN not to be.
The WT is a great and evil scam, no doubt. But our real battle about the shunning policy is with the JWs that believe what the WT says and obey it, even at our expense. Without belief they they 'speak for God' and adherence to their utterances, who would even care what stupid crap the Tower has to say about anything?
We must acknowledge they worst of the situation before us. The shunning works only because those who shun value the WTs approval over their relationships. And this is why most JWs (IMO) are miserable, sick, and lost. Because an Organization cannot love, no matter how much you bow & scrape...so ultimately, they HAVE no real relationships.