Regular men who God is using, like prophets*
* except not inspired.
Many still simultaneously hold the belief though that the GB does is fact have a line to heaven and is dropping hints, such as the oft repeated idea of "in this latest talk they're trying to tell us that the end is so close."
Good JWs also view it as a privilege to give to them monetarily or to provide them with physical comforts like taking out to eat, green handshakes, etc. This is exemplified and encouraged in the JW song 'if you did it for them, you did it for me'.