All this is manipulation to keep the sense of urgency alive because that is what keeps the WTS going, once the members begin to feel there is no longer anything that will happen within their lifetime they will lose all motive to work for their masters (as well as all fear of an imminent end that so greatly helps to keep them in line) and perhaps leave.
That's why they keep coming up with these strange sophistries, it's a policy they applied from their very beginning in 1878 until now. The end is always "coming any time soon" so keep serving and obeying jehovah (ie the watchtower society which pretends to serve the interests of God but in fact serves the interests of men) in case the soon to be end finds you on the wrong side.