I have said basically the same thing as the original post to my jw. He claims that "no! we love Jesus! we even end our prayers in His name". I concluded that they use 'Jesus' more as a talisman of sorts, just a way to end a prayer.
What my jw cannot wrap his head around is when I say jw's are not Christian. They don't believe in salvation through Christ nor do they believe in the resurrection the way mainstream Christianity does. Though there are many denominations those two beliefs are what do tie Christianity together.
I believe the gb is in fact blasphemous by claiming you need to go through them for any 'hope' of making it into the 'new system' 'paradise earth' (both of which are non biblical as well).