Jehovah's Witnesses completely take the term "Armageddon" out of context. I've asked so many of them to justify the event they're expecting with the event the Bible speaks of when it talks about Armageddon, and not one of them has managed to do it. They read the Bible, study it, and yet they have no idea what Armageddon meant to the ancient Jews or the Christians. The Governing Body takes a fairly interesting and redemptive prophecy and converts it into an engine of hatred and fear in which God slaughters much of the human race.
Brock, in his narrative, talks about how many JWs tell each other, "...well, they're going to get theirs!" and smugly believe that God will avenge them of every criticism or slur that's ever been leveled against them. In fact, everything from status (pecking order) to revenge is at the center of its theology. Those foolish enough to go against those who have been appointed over them apparently risk disciplinary action.
The entire Christian movement was built on forgiveness and service. When a JW denies himself or herself college, they deny themselves personal betterment. When the young people at Bethel were criticized for using the weight room, the critics failed to understand that exercising one's body is a way of building personal discipline and respecting the temple that God gave them. It's not advanced theology. Building discipline is a way people master their mind over body. The same is true of denying one's self a college education, mastering one's mind and respecting the intelligence God gave us. How any theologian could miss these points is beyond me.
Apparently it all comes down to control, which is where this domination comes from. Many JWs have stories of being counseled by other members who feel free to simply barge into their business. I know of no other church where that would be acceptable or appropriate.
How does this go over with converts?