From another angle, non-JWs frequently comment about how crassly preachy Kingdom Hall memorial services are. So, if the organization thinks that memorial services are recruitment opportunities, anecdotal evidence suggests the opposite: Non-witnesses - and even those less negatively disposed towards the witnesses - find these services complete turn offs.
I agree most non-JW's see it what it is, a sleazy cheap way of trying to recruit new members. If they want to briefly mention the deceased "hope for the future' that’s fine, but again the focus should be on the deceased life. It may be acceptable to all the JW's there but when you have a number of non-JW's it just becomes a turn off and negative publicity for the JW's. If they are looking for recruits, this is not the way to do it with a hard sell approach but those dinosaurs in Brooklyn don't get it.