I see assemblies as nothing more than psychological reinforcement, listen to the kingdom melodies with emotional attachment and scan the thousands of people who believe the same thing as you...... Its enough to make most people sentimental. Humans are very susceptible to pomp and ceremony, especially in large numbers of like minded people.
Mecca is a good example of a similar event, though they do it alot better than the JWs, no corny american drama there! Also these mega churches in the US pretty much have assemblies every weekend, even Dawkins said it was a vast stimuli of the senses, the music, the emotion, the numbers.
All shine and no substance however, one of the hardest things to do at an assembly is think of what you got out of it..... Going out dancing and drinking with your pals didnt seem like an appropriate answer.
snare