And by truth, they are basically looking for a fixed, dogmatic way to look at the world and people. It suits them.
This is the conclusion I've reached in recent years, namely that people are attracted to certain cults or belief systems according to what's inside them in the first place. If they have that narrow-minded, dogmatic outlook, then they'll be attracted to those aspects of the JW organization. But if someone has a genuine love for humanity, love for knowledge and such things, they will also find it - but not with JWs, that's for sure!

I've also observed how most people want to look up to another person, which is why it's so easy for many cult leaders and groups to establish that middle-man between God and mankind. In my own experience, it's getting to know and like yourself which leads to confidence and removes the need to be emotionally dependent on others, including that middle-man, whoever it may be.