My theory is that the the decision to call themselves the Jehovah's Witnesses in 1934 was a clear cut way to distance themselves from the Bible Students who were the early 'friends' of the WTBTS. This harsher judgmental religion could not tolerate anyone with a slightly different take on bible beliefs.
Jesus and his teachings had been pretty specific about how we should treat one another and the casual way he and his followers structured their everyday ministry allowing Christianity to grow as an organic movement with the emphasis on treating people with kindness and love...........it was based on a more gentle civil approach for the most part......for a while.
But the Society lost a majority of their membership from 1909 to 1931 and the fear of a total loss made them more rigid.
Thinking back the International Bible Students were probably more like early first century Christians.
An extremely high number of them fled the WTBTS under Rutherford.
All that love, freedom and compassion for the 'Friends' was swept away by embracing the stern Hebrew God with the made up name. And melding Corporate rules and regulations into the harsh dogma of the newly named JW's.
So called Apostate's almost destroyed the WTBTS which in my mind explains their off the charts conduct towards anyone who has even a simple disagreement with the JW doctrines. And why an apostate is hated more then a pedophile who after all....... merely sinned. 'Don't listen to an apostate' because you might learn TTATT.