Maybe worship is another word for Love, and what Father doesnt want his children to Love him?
Parents certainly want obedience from thier children, for thier childrens safely and future happiness, a good read of the Bible reveals that obedience to God is a primary aspect of worship, and then Jesus revealed the most important aspect, to Love God.
So, in summery, worship means to Love our Father and do what he says, a bit like what occurs in the average happy and balanced family unit then really.
Thats my explaination by the way, cannot remember the official JW line, probably more along the lines of your last sentance.