OM,
I agree that their choice of words (as always) is designed to give one impression to the rank & file and another impression to any outsider. Of course, the KM is designed for active JWs so there is less pressure there but surely the service department knows that all written articles get analyzed.
Interestingly enough, I looked up both definitions.
http://www.m-w.com/dictionary/endorse
Main Entry: en·dorse 
Pronunciation: in-'dors, en-
Variant(s): also in·dorse / in- /
Function: transitive verb
Inflected Form(s): -dorsed; -dors·ing
Etymology: alteration of obsolete endoss, from Middle English endosen, from Anglo-French endosser, to put on, don, write on the back of, from en- + dos back, from Latin dorsum
1 a: to write on the back of; especially: to sign one's name as payee on the back of (a check) in order to obtain the cash or credit represented on the face b: to inscribe (one's signature) on a check, bill, or note c: to inscribe (as an official document) with a title or memorandum d: to make over to another (the value represented in a check, bill, or note) by inscribing one's name on the document e: to acknowledge receipt of (a sum specified) by one's signature on a document
2 a: to approve openly <endorse an idea>; especially: to express support or approval of publicly and definitely <endorse a mayoral candidate> b: to recommend (as a product or service) usually for financial compensation <shoes endorsed by a pro basketball player>
synonym see APPROVE
http://www.m-w.com/dictionary/approve
Main Entry: ap·prove
Pronunciation: &-'prüv
Function: verb
Inflected Form(s): ap·proved; ap·prov·ing
Etymology: Middle English, from Anglo-French apruer, approver, from Latin approbare, from ad- + probare to prove -- more at PROVE
transitive verb
1obsolete: PROVE, ATTEST
2: to have or express a favorable opinion of <couldn't approve such conduct>
3 a: to accept as satisfactory <hopes she will approve the date of the meeting> b: to give formal or official sanction to : RATIFY <Congress approved the proposed budget>
intransitive verb: to take a favorable view <doesn't approve of fighting>
- ap·prov·ing·ly / -'prü-vi[ng]-lE / adverb
synonymsAPPROVE, ENDORSE, SANCTION, ACCREDIT, CERTIFY mean to have or express a favorable opinion of. APPROVE often implies no more than this but may suggest considerable esteem or admiration <the parents approve of the marriage>. ENDORSE suggests an explicit statement of support <publicly endorsed her for Senator>. SANCTION implies both approval and authorization <the President sanctioned covert operations>. ACCREDIT and CERTIFY usually imply official endorsement attesting to conformity to set standards <the board voted to accredit the college> <must be certified to teach>.
So, endorse is a stronger verb than approve. And it is possible that they can spin that while they don't ENDORSE outside research, they don't necessiarly disapprove of such research. They just don't think its a recommended course of action. The more I study the WT literature with the understanding of how they word things to trigger certain responses (thanks Blondie), the more 1) impressed I am by their evil genius and 2) sick to think I actually thought they were used by God.
