Looking at this verse without Watchtower blinders, to me it says meeting together with other people to encourage and be encouraged.
Going to a church service is not necessarily what it means. Meeting with one or more fellow Christians, in my opinion, would be what this verse is asking for. That may mean going out to eat, going to the zoo, whatever. It doesn't have to mean a service.
If you ask me, JW meeting attendance was quite different from the way I now see this verse. If you got there early, there might be some visiting with others. Then the meeting started and you listened. The only interaction between people was in a very defined question and answer format with strict rules for who could talk and what they could talk about. Then, after the meeting, many had to leave so you couldn't always visit with them afterwards either.
And for the most part, the same is true of most churches I have visited. You're meant to come, sit, and listen. Although many other churches have a more lively, upbuilding message to listen to that preaches joy, not oppression.
When the JWs did have get-togethers, this was, to me, more upbuilding than meeting attendance. It would have also been nice to sometimes learn about the Bible informally in talking to others. But since that was frowned upon (you can only learn from WBTS publications), this didn't happen. There didn't seem to be too much religious talk unless it was about JW rules or assemblies, etc. Never the Bible.