I think "the message" of the JW is entitled to make its effect on specially vulnerable people, the same people who would be looking for answers to questions like "is the world getting worse everyday?" "is there hope for the dead loved ones?" "is there a god?" "will wars end some day?" "why do people suffer?".... Well the "answers" comes with all the man-made JW set of rules and methods, and for some people that works for a while, and for some others joining were such a life investment and at a so high price that the only thing left to do is trying to convince themselves and others that it was "the best choice" and are living "the best and happiest life possible"...
we born ins have a different way to this, because we weren't "attracted", it was all set up