They're working hard to get rid of "the Society says" when the subject deals with theological matters. "The Society says" is becoming more restricted to business related activity and recommendations (dictates).
In the early '80s I would hear "the friends" all the time both from the platform and in casual conversation. Just something held over from Russell's time when they really acted like friends to each other. As I mentioned in a post last night, congregations and Kingdom Halls are hardly friendly atmospheres any longer.
Worship, the ministry, field service, "sacred service," kingdom hall projects and keep-up, songs, quick builds, studies, sound and lighting control, non-congregation sponsored get-togethers (which is pretty much all of time), conventions and district assemblies, personal study, etc etc, has all become stale and sterile with no real friendship or feelings of camaraderie or genuine happiness or spirituality easily found in charity groups, secular organizations and guilds. More and more Witnesses just go through the motions until they can get to their real interests - reading non-JW books and magazines, games, internet surfing, shopping malls, home projects, and a multitude of vastly more stimulating interests. Sooner or later the entire Witness regimen will have to be overhauled when enough elders take a deep interest in the flock and inform their COs, who are completely out of the loop and insulated from the common JW. It'll be somewhat interesting to see its evolvement and implementation.
edited to add: a yearbook experience from Africa, shortened for brevity's sakes:
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g95 12/22 p. 15 A First for Mali ***The friends come running from the hall, others from the house. The neighbors are amazed by it all. The brothers dance in excitement. What a reception the friends receive...