The GB face an unenviable situation. The power of being "disfellowshipped" has been immense. The very word put shivers down the spine. The taboo of avoiding disfellowshipped "ones" (not even described as people) was deep and an immense one.
Suddenly, these untouchable, unspeakably infectious people can be greeted, you can phone them to invite them to a meeting. The taboo ballon is popped, they are just people again. Even the dreaded word disfellowship has gone, in the mind of Joe publisher so has the status of untouchable.
So the cat is out of the bag, the mystique has gone, the GB has swung and missed. They have watered down their principles and got no reward. What a massive failure of judgement, what a huge loss of face and power. The chariot seems to have developed a puncture.