Where I think everything goes wrong is where they teach that the organisation as a whole shows more love than any other religious organisation as a whole. But when Jesus was on earth he condemned religious organisation. he showed that true christianity is and individual thing. Each person shows whether he is a true Christian. Organisation as a whole cannot be 'true' because it is also full of hypocrites amongst genuine followers. hence all his parables of 'wheat and weeds' 'sheep and goats'. They just cannot see there are just as many hypocrites amogst the WT organisation as any other organisation.
As for Romans 10:23, it is a classic for trinitarians to use to show that Jesus is God and that's why in the NWT they have changes LORD for Jehovah. It seems to me that Paul was definitley applying this scripture to Jesus even though he was quoting OT verses. It doesn't really matter whose name we actually call on because doesn't Jesus name mean 'Jehovah is salvation' anyway?