Notice how they followed the quote about shunning apostates with a comment about hate:
Such ones [apostates] are as fruitless as dead trees in late autumn. They face destruction, as do uprooted trees. Wise we are to shun apostates.
True Christians hate what is bad.
By finishing one statement with the admonition to shun apostates but begining the next statement that Christians hate what is bad it leaves an impression on the easily manipulated minds of most JWs: "Apostates bad. Hate what is bad. Hate apostates."