I think some people see all JWs as the same but they are not. Just like every other organization it's composed of leaders, followers, decision makers and the controlled. Some people seem to have forgotten that.
It's like being vehemently opposed to some behavior of a company, such as offshore drilling being done by an Oil and Gas company, but instead of focusing on the decision makers you go into a local gas station and scream at the attendant. Sure, they are 'part of the organization' but they are just a cog in the wheel, not one of the people making the decisions even if they follow them completely.
They are the people we want to convince, not the enemy, and I think it's easy for some to start thinking they are and then justifying whatever action they want to take however cruel, stupid or extreme it may be.
Do we want to be the kind of people who show up at a KH and frighten people, families and small children? Hell no! What's more, I don't want to be associated in any way with people who want to do things like that.
We were all followers once. Some of us have family and people we once counted as friends still in. That's why we feel so strongly and want to warn other people not to get pulled in and help others to wake up so they can get their freedom. We will only do that by being respectful, approachable and considerate.
That doesn't mean we need to be passive or weak, but I think it takes a stronger man not to give in to anger.