I think they are. Or at least they want to be, based on the way they try to isolate and control the membership. It's always been difficult to do that, because they do not physically isolate people. So you are exposed to others in 'the world' all the time. Even if you do not consider 'worldly people' to be friends or spend any free time with them, you're expected to behave in a manner that gives a good impression to people. And that will draw them to you and make them take a genuine interest in you.
It's probably more difficult now, since the internet is a part of our lives to such an extent that the WT itself has a presence there (I can remember all of the old warnings about the internet, early on). It's very easy to find information about the WT, including information that would otherwise be extremely difficult to come by. So while they want to isolate and control people, it's become more difficult to do so. They do seem to want to be seen as a mainstream group in some ways (perhaps to ward off the label of 'cult').