The answer on the FAQ page makes no sense. The question is: "Why don't you call your meeting place a church?"
The answer makes no sense at all. It begins by saying how a *church* meant a congregation of PEOPLE. A kingdom hall, on the other hand, is a BUILDING.
So it makes more sense (form the weird WT perspective) to call a gathering of people who worship together by the name of a building.
I suppose referring in any way to a gathering of PEOPLE is too crunchy-good-feeling and heartwarming. Can't have that!! After all, their publications don't even call people "people". It is always "ones". Righteous-hearted ones. Meek ones of the earth.... the humble ones who are searching... "These ones" whom Jehovah loves, etc.
http://www.jw.org/en/jehovahs-witnesses/faq/jehovahs-witnesses-church-kingdom-hall/