Think of it this way... according to Watchtower, Jehovah will make you immortal in a perfect world. All you have to do is be a slave to Watchtower in the here an now. If your child/brother/sister/mum/dad decides to leave or is expelled from the religion then you must shun them or you wont get to be immortal.
If your friend/relative is shunning you, they're essentially saying that they'd happily sacrifice knowing you simply so they can become immortal. Most parents would do anything for their child, JWs on the other hand will give up their own children in order to become immortal. How is this any different from sacrificing your children to a god?
I can remember a handful of genuinely altruistic people in the JW cult when I was in. Hell, one of my favorite people in the cult has been disfellowshipped twice for being too kind to disfellowshipped people. He was genuinely "christlike". He used to still talk to them and run errands for them if they were unable to do something. But 99.999999% have been trained to withhold their kind nature if you were to disagree with Watchtower. They're the exact opposite of the Good Samaritan.