It's the power.
I think they probably hope it's true, but even if it's not, power is more addictive and intoxicating than heroin.
These guys think their immediate superior, the only person they have to answer to, is Jesus Christ, for...er...Christ's sake.
They have 8 million+ people revering their every word, no matter how ineptly spoken or nonsensical the thoughts.
Remove these bozos from the insular WT / Bethel lifestyle and they wouldn't qualify to be a Walmart greeter. The least moronic of them realize that, and so on and on they go.