I think the old adage about actions speaking louder than words holds true. If the average JW really believed that the message they deliver to people at the doors was life saving and that the end was imminent, the average hours reported every month would be a heluva lot higher than roughly 10 hours a month. The WT wouldn't have to encourage people to pioneer, or discourage college educations. They wouldn't have to print articles emphasizing how wonderful and blessed it is being a JW is because it simply would go without saying. The lack of action by the average JW is a solid indicator of their half-heartedness about WT's directives. These JWs probably recognize that's something is really really wrong with the religion's leaders even if they don't have the courage or the know-how to articulate it.
We had some visitors to our congregation that serve where the need is great. They were interviewed, presented as sterling examples of what JWs should do with their lives. The brother directing this part asked if there was any questions for the visitors after the part. A couple folks raised their hand, and to be fair many maybe couldn't think of anything to ask on short notice, or were too nervous. The far majority however, really just wanted the meeting to be over so they can go about their affairs. Examples like that, and what's presented at the assemblies and conventions, in the literature, etc., don't motivate the average JW. To be sure, yeah some really can't rearrange their life situations to pioneer, that's true. However the far majority simply don't want to pioneer. If reaching out to be a Ministerial Servant or Elder is so wonderful and makes Jehovah so happy, why don't more brothers do it? It's simple, they don't believe in this crap, but their stuck. So they're playing the game.
I'd venture to say possibly a 1/3 of active JWs recognize something is possibly wrong with half of that same population being absolutely certain that something is wrong have researched enough to support their conclusion. The other 2/3 can be defined as a combination of die-hards, people who are JWs for the same reason born-in Catholics still define themselves as Catholic, and the rest are lackadaisical.