Sad but true, Sabastious!
If a person makes choices based off a Brand then they are actually living their worst nightmare. At that point they become out of control of themselves because they have handed their choices off to some other entity
It seems to me that jws don't want to be in control in that way. They are comfortable with other fallible humans telling them what to do, think, believe, and even how to feel about it. At least then they "belong". Anything that challenges this is a labelled "threat", or "Satan".
Retro, of the Bad Association Brand