I personally believe strongly that the Governing Body do not know that they are cult leaders, and are just as deluded as normal rank-and-file Witnesses. The only difference is that they have immense power and influence, giving them the illusion that they truly are serving God in a special role. This assumption excuses all the negative things they hear about the organization's sordid past and current midemeanors. They view themselves as part of the cleansing process.
I am currently reading Steven Hassan's new book, and he seems to run off the idea that cult leaders KNOW what they are doing. However, in the case of the Governing Body of Jehovah's Witnesses, I am inclined to disagree. In their minds they are being blessed by Jehovah with a great privilege. They see themselves as part of the solution rather than part of the problem.