The Son of Man is always Jesus.
Let's cast our minds back to the March 10th WT Study, all about being obedient and submissive to the GB.
I don't have the article in front of me here at work, but it stated the following 3 identifiers of faithfulness. In the paragraphs directly after identifying Jesus as the King of the Kingdom is stated;
'Other sheep' show their faithfulness by;
1. Assisting the anointed in the preaching work.
2. Loyally submitting to the Governing Body.
3. (and this is one that really takes the cookie) You show your faithfulness to the GB by living by God's righteous standards.
Let's reflect on that; living by God's standards, as have been in place since the Garden of Eden, and will be in place until the end of the 1000 year reign, living by those standards now is the third of three ways the 'other sheep' show their faithfulness to the anointed.
There's no mention of the ransom sacrifice (of course that doesn't actually apply to the 'other sheep' anyway) and demonstrating faith in that. Instead, we've to assist the anointed in preaching, submit to the Governing Body and live by God's standards.
In that order.
So this article where they blithely re-define Scripture to suit their own means shouldn't really surprise us. And yes, I agree that they're shaping up to something BIG.