Ugh...that reminds me of two recent funerals.
One was an elderly (non-JW) relative. After the funeral mass, one of my JW relatives got in the car and said "What a sad funeral. So impersonal! The priest only seemed to care about delivering the typical Catholic Mass." I responded "What are you talking about?! Sure, it was mass, but the priest spent almost 20 min talking about him, what kind of person he was, his family members. He spent more time talking about him than any JW memorial talk outline calls for. Aside from the mass, it was one of the nicest funeral talks I've heard!" That observation went over like lead balloon. They knew I was right, so they just clammed up and pouted all through the wake.
The other was a JW funeral. The sister died young, suddenly. Lots of co-workers attended the funeral talk, which predictably followed the JW "sales pitch". Afterward, an elder and his wife sitting next to me turned to one of her co-workers and said, "Wasn't that such a nice service?" The co-workers response: "Actually, I'm a little appalled. I knew she was a Jehovah's Witness, but what I liked so much about her is that she didn't preach to all of us at work, or force anything down our throats. I'm sure she'd be appalled that her church was trying to convert people at her own funeral! This is the most offensive funeral I've ever been to." The elder and his wife, blushed and quickly ended the conversation without disclosing they were Jehovah's Witnesses themselves.