JWs are given a very warped definition of an apostate.
1 apostates know that the organisation is the truth but reject it anyway.
2 Apostates are ful of pride and do not want to do the field service because of this proud spirit.
3 apostates want to draw people away from Gods organisation to follow them.
However by saying that you do not believe that the GB are gods representatives on Earth you can be Df'd for apostacy. So by critcising the credentials of the Gb or by choosing to follow an alternative faith or no faith at all you can be called an apostate. This makes a lie of point 1.
If you do not believe what the Watchtower preaches why would you go on field service? It is not pride that keeps you from the door to door work but commion sense.
apostates rarely set up their own religion and I can't think of many who are looking for followers only people who want to be able to live freely and make choices without fear of having loved ones used as hostages.
The society is very good at building fear, when I was a witness I thought apostacy was extremely rare I had no idea that just by having a different point of view to that published by the society I was in danger of being considered an apostate. There is power in words and a great deal of control when people are demonised merely because they question an established point of view. People who leave have to be demonised otherwise others may learn that they have been duped.