Jesus condemned those that tried to BIND others with heavy loads.
This is why I make a difference between the set of beliefs which JWs are proponents of, and that, IMO, can understandably appeal to some people, who are not all ignorants or easily influenced, and an organization which nobody can deny is stifling to the freedom lover and independent thinker. I agree that trying to keep balance between those two opposite opinions is quite awkward, I suppose it's part of some people's (mine for one) makeup.
the best religion already exists within each of us!
I agree, RC, in that we eventually believe what we want to, but, on the other hand, religion is not only beliefs but also morals. I think that one of the main reasons why some people elect to comply with religious standards, and choose to limit their feedom in doing so, is that they feel the need (I do) to be accountable to a superior authority, so that moral standards will impose themselves to them as originating from that authority, and these people won't be tempted to tailor those standards to suit their varying experiences. That limitation is part of what gives significance to life because it makes humans feel that not all ways of life are equal and that some are "better" (again...) than others.
In addition,religious moral standards provide order in the human society since they are common to the members of a group and these members will be found more predictable in their conduct and, therefore, more reliable. That's why, in the end, JWs engage so often in business within the congregation and also why many will seek marriage partners among JWs although they, themselves may be quite critical toward this religion.