Since it's invention within the cult and up until past few years I believe that shunning really was just about control. That is, asserting authority and dominance over the rank and file and keeping everyone in line.

However, I really do believe that if the GB could get rid of shunning they would. But they can't. You see, this thing is transforming before our eyes into a televangelist religion. As long as the money keeps flowing in and the people still believe all is good. In fact, if they could I think they would dumb shunning and probably the blood policy as well. These two things are what limit growth.

If they could magically "soften" the religion they would have a better chance to compete with other faith based organizations, attract new members and grow their income streams.

Now, we all know why they can't do this. It used to be that the JWs shunned people strictly for punishment and control. But can you imagine if they announced at this weeks meeting that "we no longer shun those that are disfellowshipped"? That very night they would lose another 25% of their members due to exposure the TTAT.

So they're in a catch .22. On one hand getting rid of the shunning policy sure would make life easier. But if they made a change like that the whole thing is done inside of a year. Blood is just as bad. "whoops, sorry about your loved ones, we were wrong..."

This organization has painted themselves into all the corners.