The main reason they are studying it again is because the position of "Chief Seer" is still open since Fred Franz's death.
The future was always in the mind of this strange little man.
Rutheford depended on this man after his own brain became pickled. Knorr was an workaholic so he left the "imaginative stuff" to FF.
The second reason is I believe the Governing Body really do believe the end is near. No tricks. They believe their interpretation will be vindicated in the near future quite possibly while studying this book.
So many witnesses say they see all these things coming together. I personally can't recall a single prophecy that they have gotten right. What have they predicted for some future date has been unambiguously fullfilled? The only thing they can come up with is some resolutions, assemblies, getting thrown in jail, getting released from jail. Oh! That's right these were figured out after the fact. That's their escape clause.