The application of 2 Jo 9-10 is not applied consistently with the WT ORG.
You have relatives that were raised as JW's but because they were not baptized, they can be accepted into your homes, you can have a restaurant meal with them, you include them in your associations.
Then you have relatives that did get baptized, but because they disagreed in the rigid routine, they withdrew, and wrote a letter of Dissassociation out of obtaining some peace of mind. These ones are the ones that the Society claims this applies to.
The scripture does give a message of shunning, but, common sense would demonstrate that the Society doesn't get it.