I think any organization has the potential to develop cult like characteristics.
I don't think the danger is very high for the AAWA, but it is worth discussing and it pays to be cautious. I think that the AAWA has already taken some positive steps like being unwilling to advocate a particular religion or philosophy.
I think part of the danger comes from the XJW community itself. There has been considerable support for the goals of the AAWA, but a lot of disappointment with some minor details like the name. I think there has been a tendency to look at the AAWA as a kind of champion of the XJW community that will engage in some kind of epic battle with the Watchtower Society that XJW's as a whole can support.
I don't think that is a reasonable expectation. I can't speak for the AAWA, but I would be surprised if they viewed themselves that way. They are an organization that was formed by a specific group of people for a specific purpose. I think their name describes their purpose (as I understand it) almost perfectly. I'm glad that they haven't succumbed to public pressure to change their name and focus to something that might receive broader support while possibly diluting its effectiveness.
I think we would be wise to view the AAWA as simply a tool. It fills a need. It's name clearly defines what it is about and it will hopefully be a useful contact for journalists. It is may also provide some much needed organization for activities that raise awareness.
It also fails to fill certain needs that many XJW's have. I suggest that some of those needs would be better served in ways that don't involve looking to an organization.