I think their slow leak of people is reaching a critical point for them. They know the internet is going to kill them if they were to drop down to 5 million or so in membership. Too many former members is a very bad thing for them. I see them having no choice but to "do something" and that something will be another end date. As dumb as they know it to be, they will do it.
2014 is just a symbolic number- no real meaning. I see them going for a further-out date. Here's how it can be done. They raise the expectations of urgency as much as possible between now and 2014, they are already doing that. Just as people are getting tired of the urgency, they introduce 2034 as the "interesting date" when 120 years of the last days would be similar to the 120 years of the time Jehovah gave before the flood.
Just as the ark only had a small number of firm believers, Satan is getting many people to abandon the ark of the organization. All current GB members will either be dead or so old by 2034 that this shot in the foot won't matter when it fails. They will pass on the problem to a new generation of leaders.