I have been looking at this exact topic for a while. There is for sure a smugness about jws that they carry around with them. I first saw it when an elder came to my house to preach to me. When we could not come to terms on anything, I finally tried to end it and said if someone truly believes that what they practice is right, then they cant be wrong. The elder said no. He said we both cant be right. He said either I am right or you are right. Then he challenged me to what he called a race, to prove that he was wrong. This is particually annoying because after I began to research the jws, I put together a bunch of questions for him and he refused to answer. In any case the mindset of I am right and the rest of the world is wrong is a huge ego booster for people who have the type of ego that wants to be better than everyone else. Why do you think they want to shoot up the ranks to elder? You can see it in the faces of dubs when they are all together. They look like an elite social club, and they are literally thinking about how great they are compared to the rest of the world. I mean what is more selfish than thinking that you are gods only people, chosen personally by him, and the only ones he likes, and that you are the only ones who have a relationship with him? Sort of like when kids are unpopular, the invent an imaginary friend and tell thier friends about the imaginary friend just to appear popular.