When you are selling something you need a recognizable brand.
Coca-Cola had to fight to patent the name COKE! People had shortened the actual brand name into a shorter one. It was starting to be generic for soda pop (any soda pop!)
Making COKE exclusively Coca-Cola preserved the franchise opportunities. (They had to make it stick: the REAL THING!)
Things go better with COKE was a compromise that paid off.
Christendom has used THE LORD or CHIRST for centuries. All christian know who is being referenced.
But--JEHOVAH clarifies the distinction between Jesus and the Old Testament Father.
The cast of characters blurs between Old Testament thunderbolt-tossing Jehovah and apple-pie, fuzzy slippers Jesus.
The Trinity doctrine doesn't make it any easier.
For Christendom it almost doesn't matter what you call The Lord since you are inclusively referencing the package deal (Trinity). You are bound to be 1/3 correct. And nobody can make you wrong.
But, as Pastor Russell's followers discovered under Judge Rutherford---they were in a war with Christendom and needed uniforms of a different color.
The Bible Students had balked at Rutherford's roughshod tactics. Russellism was cult-flavored. How was Rutherford going to capture the flock and notify the world at large something COMPLETELY SEPARATE was going on at the local Kingdom hall?
Being a lawyer and part-time Judge, Rutherford concocted a legalism: witnesses who testify in court must swear to the Truth!
Rutherford branded his new religion: JEHOVAH'S witnesses.
The accuracy of the pronunciation wasn't a problem at all at first. Why?
Christendom was familiar with the name and pronunciation and scholarship was not refined and critical enough to matter at that point in history.
That came later!
Rutherford staked out JEHOVAH'S WITNESSES as a thumb in the eye religion of provocateurs hellbent on getting other Christians pissed off at them.
It was iconoclastic, rude, and smart-assed.
As the years went by and the two world wars ended and a time of relative peace allowed the religion to become more settled--the new President of the Society decided the brand of Jehovah's Witnesses meant----not PROVOKING---but EDUCATING sheeplike persons of goodwill.
So bound up was the Watchtower Society in seeing themselves as EDUCATORS they didn't realize what a trap had been set.
As bible scholars (real ones--not Fred Franz wannabe's) researched into antiquity and explored textual documents it became clearer and clearer that JEHOVAH was an error and not a person.
The trap was sprung!
The Educators would have to allow themselves to be educated by the very person's they were superior to!!
Or not!
They chose: NOT.
From that time forward, the Education work of the Watchtower was on shaky ground because they made excuses and back-peddled their arguments.
From about the mid-1960's, the Watchtower Society became intellectually dishonest liars with their homebrew New World Translation and their ARMEGEDDON mongering preoccupation with 1975.
(I select the mid 1960's because the green bible became a unit rather than volumes).
As more and more of the Watchtower theology started ripping apart at the seams Fred Franz went bonkers and put all his chips on predicting the END.
The soon-to-be Governing Body could hardly dissuade him or naysay their own prophet. They tossed the dice and gambled away their credibility. ALL of it.
Today the religion has become insular as a Top Down autocratic bullyboy cult pretending to be what it once was: witnesses to Truth.
The old timers aren't fooled. They hang in there bitterly and skeptically (having learned to play the game and keep their mouths shut.)
The Sunk-Cost Fallacy prevails (I've come this far---too far to quit now! I'll lose everything I've invested if I leave.")
It is a religion about NOTHING. It pretends it is important.
The use of the name JEHOVAH is a hold over. It is their version of Christendom's cross of Jesus. They can't abandon it or they cease to exist.
Honesty (intellectual or otherwise) is a non-starter.
(Yahweh's Witnesses just doesn't sit well on the tongue.)