The JWS theology/ideology states that its not themselves personally that matters but the Message they bring to the people..
The source of a message it often just as if not more important than the message.
If you get a bill, a love letter, a cheque or a death threat.. knowing the source can be even more critical than the content. I would think knowing the source of the message that's meant to be the most important life changing message of your entire life is critical. After one is done with the content the next and ever bigger question is 'who' is this from.
Even more so when they have a 130 year history of making things up, getting things massively wrong and just plain lying.