I recently revealed to mine that I'm atheist now, and I think their reaction was worse than if I had told them JW's were just a carrot on a stick. When we talked doctrine before, they rallied around canned answers or got defensive if I really struck a nerve. We had given up talking the bible, but recently my mom mentioned something about JWs and I casually mentioned I'm athiest now.
This time, they just got sad. And it wasn't sad for me, their son the unbeliever, either. It was the "we're old, and tired of life" sad. And it is sad. I won't go into detail because it's about the only thing that can bring tears to my eyes, but to give up all your hopes and dreams in life because a religion told you it was the way to salvation, to have no retirement planned and basically have to work manual labor until the day you die old and decrepit, and then to begin to realize in the last few years that something is wrong with the whole belief system is sad beyond words.
When the parties involved are relatively young, helping friends and family out is a service. But eventually, it's not a service anymore, it's just selfish. People pursue noble goals for selfish reasons all the time. I wonder if sometimes we do the same thing. I think it's a mixture of wanting to help them, but wanting to help ourselves too.