Rutherford was one the biggest albeit cunning con men that ever lived in the 20th century.
His angle was he self proclaimed that he had been chosen selectively by god to preach the Gospel, that Jesus had returned to fulfill his promise of a new world order.
Preconceived in knowing how much of the population believed in the bible and of the Lord, it was really an easy sell and the template for this big sell had already been laid down by his predecessor C T Russell, this con game still continues to this day.