They do compare themselves to Jesus, even wrote themselves into this prophecy as equal to Jesus.
June 15, 2012 page 8 Par 4 (study edition - you just won't find this kind of craziness in the public edition)
"Soon after the rebellion in Eden, Jehovah made a promise that a "woman" would produce a "seed." (Read Genesis 3:15.) That seed would eventually bruise the serpent, Satan, in the head. Jehovah later revealed that the seed would come through Abraham, belong to the nation?of Israel, be a Judean, and be a descendant of King David. (Gen. 22:15-18; 49:10; Ps. 89:3, 4; Luke 1:30-33) The principal part of that seed proved to be Christ Jesus. (Gal. 3:16) The secondary part of the seed is made up of the spirit anointed members of the Christian congregation. (Gal. 3:26-29) Jesus and these anointed ones unite to form God's Kingdom, the instrument with which God will crush Satan.—Luke 12:32; Rom. 16:20."


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