Cofty: As usual they confuse unity with uniformity.
I've come to believe the "confusion," or more appropriately conflation, is deliberate and intentional—at least from the top down.
A typical example is the constant repetition of the phrase: "Jehovah and his organization" Constantly putting these two separate ideas together causes a linked association in the minds of the believers. Thus, criticizing or disagreeing with "the organization" becomes tantamount or equivalent to criticizing or disagreeing with God.
Let's review: It's a cult!
Conflation: the merging of two or more sets of information, texts, ideas, etc. into one.