Well, religions that are highly controlling need more than love to keep the butts in the seats and you out slaving away for them.
They need fear. So they tend to emphasize fear more and more.
I don't remember my stint with Witnesses starting out that way, but it sure ended up that way. Towards the end of it a few years ago, it was all dire warnings and such for my state of inactivity and how displeased God was with me and how I was going to die, my children and I, at Armageddon.
Not alot of love there, really. Oh, I got occasional, "We love you and want you back." speeches when I would occasionally go to a meeting, but the it was all conditional on how obedient I was to the WTS.
I guess the final straw for me was being told I could NOT just study the Bible without WTS literature. I asked, "Since when?" as I had been studied with that way back in the 80s and 90s. "WE can't do that anymore, the FDS says we can't."
Screw that, I thought. Straw that broke the camels back there. Imagine, an organization that professes such love for the Bible, and they won't let you study it without "accessories".
I remember when they used to ridicule Catholics for not reading the Bible without a catechism book! Boy, things definitely changed...and not for the better.
(By the way, every time I write FDS, I think of that women's deodorant spray called FDS...LOL.)