There are times when they can defend a controversial or unpopular practice, such as refusing to serve in the armed forces. Even for people who disagree with the stance, they can admit that there is a rational explanation for why they take that position. Shunning is very difficult to defend. It's a pretty extreme practice, plenty of religions do not practice it, and there are always going to be examples of how it harms families and friendships.
I think they are trying to have it both ways- keep the practice, but imply that they don't really do it. So they won't just come out and renounce the practice of shunning. They might hope that it fades from public attention so that they won't get hassled over it anymore, while they keep doing it.