DA'ing didn't mean absolute shunning until the late 70s/early 80s right? Does that count or is that further back than we're looking? I'm also pretty sure they've got stricter on further education.
And they do seem to go on about shunning and apostasy a lot, I can't say it's more than they used to because I've not been paying attention long enough but at least it doesn't appear as if they're generally loosening their authority.
Not to mention that about 6 or 7 years ago, whilst I was aware of the GB as a group, I and I think a lot of JWs could not have named any or more than a few individuals, but now the GB seem to appear in all the videos, hold a prominent AGM and international conventions where they all get to feature, any devout JW could name several or all of the GB. They're pushing themselves more of recent.
And finally if Adam was raised a JW in what sense is it fair to say he was never a JW?