Maybe that realize that they have to keep the masses already in busy doing busy work. It keeps them on the treadmill and does not allow them the time to start thinking.
I feel that going out in service and doing other embarrassing things like being the odd man out in schools is in a way, a initiation of sorts.
See this info under the main heading of Cognitive Dissonance at the wikepedia site.
Links are clickable.
I think that doing anything unpleasant (as accepted by an average person, not a current JW) is used to make them think that "It is worth it" as explained below.
You HAVE to go to meeting, out in service and also take unpleasant stands for the TRUTH, and to keep dissonance down, in your mind, it HAS to be worth it so this makes continuing to be a member of the JWs worth it.
NJY
Effort justification paradigm
Further information: Effort justification
Dissonance is aroused whenever individuals voluntarily engage in an unpleasant activity to achieve some desired goal. Dissonance can be reduced by exaggerating the desirability of the goal. Aronson & Mills [15] had individuals undergo a severe or mild "initiation" in order to become a member of a group. In the mild-initiation condition, the individuals engaged in an embarrassing activity. The group they joined turned out to be very dull and boring. The individuals in the severe-initiation condition evaluated the group as more interesting than the individuals in the mild-initiation condition.
All of the above paradigms continue to be used in fruitful research.
Washing one's hands has been shown to eliminate post-decisional dissonance, presumably because the dissonance is often caused by moral disgust (with oneself), which is related to disgust from unsanitary conditions. [16] [17]