It is very much like the abused wife that just won't leave her abuser. She doesn't see it as abuse.
He has relabeled what he does to her as love and concern. And she believes.
He has told her that his behavior is the result of what she has done and therefore any problems are HER fault. And she believes.
After an abusive incident he comes home with flowers and says he loves her and everything feels right again.
And she works even harder to meet his expectations even though it is impossible.
Why don't they see it?
Because they can't. Any hint of a thought is crushed out by him and his redefinitions of words. She may have nothing else to compare it to so thinks this is the way it is supposed to be.
He has told her no one "out there" will love you the way I do. No one "out ther" will put up with what he does.
Cut off from family and friends she believes that no one will believe her or support her and that there is no where else to go.
The metal process for JWs is exactly the same. Did you see the parallels? Abuse is abuse regardless of who or what is doing it.
My perspective about brainwashing is that this is not what JWs experience. However, there is mind control going on. And the WTS' teachings about putting on the "new personality" is far more accurate and powerful than most people realize
If you have ever tried to talk to a JW about non-JW things you may see a rather normal person. But challenge them on a WT belief andf the eyes glaze over and you know they are different somehow. While they are in that state of altered consciousness, that "new personality" the only thing they seem to be able to discuss is what they have read in WT litterature or heard in a talk. Ask most JWs the same question and you will most likely get the exact same answer, word for word, which is the really scary thing
The new personality is very real. And it is incapable of independant thought.
Since the "new personality" is based on the rather contorted thoughts of the WTS it is without emotional content. And I think that is a way into the person hidden within. If you get them to talk and connect with their emotions you have a better chance of helping them see the real truth