I'm not sure how much the Society is actually pushing the "end is so close we can taste it" mentality or if it's just a groundswell from the rank and file themselves.
The 75 fiasco was brought upon by the WTS by all the hype from 68 thru 74...through the publications and talks. The old "generation" teacing was their own undoing as well but currently the WTS is trying hard to figure out how to extend "the last generation" to last longer than what they preached for years and years.
Yea, sure they constanly harp on "the end is near" but that's nothing new....they've done that for a hundred years. I'm not sure that the WTS is amping up the rhetoric on how close it is or if it's just the dubs reading into things on their own...and the WTS lets them.
We are going through a rough patch right now. A bad recession, two wars, now a catastrophic oil spill... and while earthquakes and other disasters haven't really increased, the instant knowledge and continuous coverage has. So when a minor earthquake happens half way around the world, we hear about it the next time we check our CNN app on our iphone, it makes more of an impression.
So people who have been led to believe for years and decades that the end is near and they experience more troubling times personally and through the media, they build it up in their minds more. Put a hundred like minded people together and they bolster each other's fears. Put a couple thousand togther for a weekend and let a WT speaker repeat the same old tripe about "the end" and the continue to build it up even more.
That's not to absolve the WTS of any blame at all. It is them afterall, who for a hundred years has built up this "end" coming any moment...it's just that when times are bad, people tend to build shit up in their minds worse than it is...which works out for the WTS and their prophecy business.