steve2 - For these Witnesses, shunning is an action that can never be overdone.
Absolutely true. As you pointed, there are plenty (including my family) that at some level "relish the act of shunning". JWs are definitely of the mindset of "suffering as a virtue". When the name is announced from the podium there is both sadness and relief (Yay! it wasn't me!) and a smug sense of superiority.
And, if my family stopped shunning because it became a matter of conscience, I am not sure I would want them in my life again. I have had over 25 years of being kicked around like a soccer ball every time they relax or tighten their stance on shunning. Why would I want relationships to be dictated by the next talk or magazine article? There are better people out there just about anywhere else.