It's a religion that places a huge amount on emphasis on rational belief. They like to take mysticism out of it as much as possible (except where it comes in handy, like explaining how God uses the FDS to provide new light....).
Mr Monroe, this played a part in my reasons for joining as well. I hadn't had much exposure to other denominations at the time, so what I know of them made them sound like they didn't really know what they were talking about. At least, to me it did. They could explain pretty much everything I had questions about, so I was impressed. Little did I know that all faiths have answers to most questions. Whether the answers are very convincing is another matter. JWs answers only make sense if you don't look so carefully.
Ultimately, if I had been better informed back then, I wouldn't have joined so readily.