Many "worldly" people who meet JWs think they're also nice, warm, not at all crazy or cultish, and all that. I've read articles in newspapers about the Witnesses which were very one sided, so even journalists can be fooled. Of course, they just went to some meetings or followed the Witnesses around, who surely were very careful to avoid certain things or put a nice shine to all the crappy stuff.
Basically, like all groups, Mormons and JWs put their best foot forward to the public (the world) but keep all the dirty stuff buried. I'm sure they tell little white lies and deny controversial things to outsiders just as JWs do so as not to stumble any potential converts and not seem too "cult like." If you think about it, that's pretty much what you'd expect, isn't it?
At any rate, I've always found the similarities between the WTS and the Mormons kinda interesting. I've often wondered about other groups, like the 7th Day Adventists and Christadelphians. But you never hear so much about any of them.