It is my considered opinion that the Watchtower Society, as an entity, has no self-awareness at all.
Think of a really ugly person, for example, who looks in a mirror. Does this person see "ugly"?
No. They find a way to angle themselves just so to bring out something presentable to themselves free of context and standards. We all, in fact, see only what we choose to see--for, that is all it is useful to behold.
Objectivity is illusory and fleeting.
An organization is just tiny minds plugged in to tiny jobs. The worker-ant mentality of the components in Watchtowerland is free of the melancholy burden of the self-aware. Busy busy busy is all one needs to "know".
Being a cog in a machine can be liberating. The "self" becomes enmeshed in activity and "purpose" without necessity to scrutinize or otherwise examine oneself to fault. Value is administered according to tasks done.
At the very top of the black tower in the innermost bowels of the New World Society of Jehovah's Christian Witnesses it is very much a mundane workaday treadmill of make-work. Without Fred Franz in his diabolical laboratory of Alchemy and Imaginings no creative process takes place at all anymore. There remains only drones, pencil pushers and bureaucrats at the helm of a mighty ship tacking to and fro (avoiding old light on the shoals).
Since this religion has no TRUTH, per se, it relies on forward motion instead. All hands on deck..All hands on deck..!! They are in search of Ahab's White Whale (Armageddon) and damned little else. The gold coin has been nailed to the mast (everlasting life) and the glint of it captivates the imagination of every crewman aboard.
Since they've nothing to reveal (anymore) they've much to cover up or else the crew grows restless and surly.
Fear keeps everybody towing the line.
The Watchtower is now about obeying the Captain and staying afraid.
(edited to add:
I'm reminded of L.Ron Hubbard's last days onboard the SeaOrg vessel with no shores in sight tyrannizing his crew and faithful followers as he slowly became quite lurid and insane. It was all about obedience and supression toward the end.)