'You either love JEHOVAH (i.e., the Organization), or you love THEM. It's YOUR CHOICE. You can't have both. If you love the former, then you MUST despise the latter. If you love the latter, then you are indicating a lack of love for the former - and you KNOW where that will lead you.'
This "choice" (if you call it that), and the it's-a-life-or-death-matter importance of making the right one, is what is put in front of JWs and continuously reinforced, to where it has become one of the defining means by which individual JWs gauge their strength in the faith (and by implication, their likelihood of surviving armageddon).
JWism: Go to meetings, go out in field service, shun the GODDAM traitors, don't breathe a single word that would indicate doubt, and you're good - you won't die.