I think you are very astute in noticing this.
During the period of the enlightenment, there were many "Bible Societies." We all know the roots of the WTS was in the Adventist movement, etc.
It does seem as if they are trying their best to once and for all move away from any connection with the book publishing "Society" past. After all, the purpose of the Watchtower as they put it was to look for God's Kingdom shortly to come, but that was in the 1800s.
Now, with the generation change, they simply cannot put a close date on the end, but are instead looking to make a group with a certain "lifestyle" in obedience to the FDS.
These are interesting developments. Not that the average rank and file will notice the gradual changes with no explanations given.