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One of the main reason Jehovah Witnesses (and a few others) play down the divinity of Jesus is that they have trouble with the philosophy of 'being' (Ontology). They view God as like a large HUMAN person, with one personality. There is a tendency to equate 'being' with 'personality', but some beings and creatures have really no personality at all...and no self awareness. I would suggest a fly is just a biological robot, whereas dogs and people almost always have one personality. God has more than one. We see the working together of 3 at the baptism of Jesus and we know that God is Elohim...a God of pluralities, powers, and majesties. One thing I have also noted is that within the Godhead there exists subbordination of the 'Son' to the 'Father' but this does not imply that Jesus was created by the Father or is a lower being, anymore than a mans wife is a lower being than he is, yet we know that the husband is suppose to be the head of the household. The wife is not a lower creature!!!!!
Because JWs (and a few others) have problems with this they will strain at a few scriptures that could be used to make Jesus (the Logos) ontologically inferior. For example JWs will sometimes use Colossians 1:15 (First born over all creation) as evidence that the Logos was the first thing created, however, they ignore what follows as its says that 'through him all things were created...' The term "firstborn" is actually a title of inheritance, where the first born child is the main heir in many ancient Semite socities..