This is a great thread with insightful answers. The quote from Quandry really sums it all up perfectly.
After reading the WTS publications it just fell into place that this religion was different and the WTS teachings about the Trinity, hellfire, war, idolatry had a ring of truth to me. Now I see beyond these teachings. I now know more about how the WTS organization operates. I see that not all their teachings are true.
As straightshooter said, there are things that appeal. Like with any product for sale, the salespeople market the appealing "features and benefits", and avoid the shortcomings. Once you are deeply involved, you continue to sell them to yourself and overlook the cult aspects because the fear of leaving makes facing the reality (shunning and your own eventual death) too hard to bear.