If you make someone think they are special, make them think they are superior to others, even though you treat them like festering pig pus, most of them won't notice.
By making pioneers feel "special" about themselves, and superior to "plain old publishers", they won't notice that they are doing utterly meaningless wheel-spinning drudgery. Instead they'll think "Well, the work is pointless and dull, but at least I'm better off than that poor slop who's only a publisher".
It's nothing new or unique to JWs. The Jim Crow laws were not so much pure racism as they were an economic lever against poor rural whites. "We'll pay them a pittance to work in our textile mills and won't let them unionize, but so long as they think they're better off than those g-d n*****s, they won't notice."