Thanks all!
@Phizzy - Good point- the arbritary "we are different" policy of the JWs goes all the way back to Rutherford, as Gruss reports in his book, The Four Presidents of the Watchtower. He said there that Rutherford intentionally begain this idea as part of his greater plan to stir up controversy and "persecution by Satan's world". These things included banning Mother's day, changing the Bible Student's name, etc.