When JWs say this, what are they really saying? I was pondering this recently, and I was thinking...what they're really trying to imply is simple:
Apostates are thus accused of attempting to be cult leaders.
Because the idea is that since they're not getting people to follow Christ, but follow themselves, then they want their 'victims'' belief system to be centered around an individual, following that person's directions. In other words, a cult.
While of course the WT is projecting when it says this, it's an interesting thought. Christ and even God become their sock puppets for whatever the teaching is. Shunning relatives is a matter of loyalty to "God's commands" and not merely a shunning policy that is quite different from what the Bible actually says. Obeying the GB is the same as obeying Christ and accepting 'God's way of ruling'.
Maybe I'm going out on a limb here, but to me, follow that line of thought to its logical conclusion. If the idea is to draw people away from Christ so they can follow me, then I must be running a cult.
Personally, I don't want people following me. I want people to follow their own path. Waking up from the WT's spell is a very personal, individual path and while I don't mind helping as I have the ability (which is mostly by writing stuff on one website, which isn't exactly a lot), I know that people need to go their own way. It's the only way they'll become mature human beings instead of just dependent on someone else who may or may not be benevolent. Even if they were benevolent, it would still not help the person become mature. They have to grow by the choices they make on their own without anyone's undue influence.
If you choose to follow Christ, I wouldn't want to hinder you. Because the goal, in my opinion, is freedom, the freedom to choose your own belief system rather than being bound by any authority to believe some particular thing. Freedom is the real treasure. It has to be spent wisely or it can seriously harm you. Whatever you do, make sure you spend it in such a way that you get a rewarding return on your investment.