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Since the January 15, 2001 article titled How the Governing Body Differs From a Legal Corporation usage of the term “the Society” has seen a marked reduction in Watchtower publications. These days it hardly shows up at all.
Caution of using the term was issued in 1998:
“In order to avoid misunderstandings, Jehovah’s Witnesses try to be careful about how they express themselves. Instead of saying, “the Society teaches,” many Witnesses prefer to use such expressions as, “the Bible says” or, “I understand the Bible to teach.” In this way they emphasize the personal decision that each Witness has made in accepting Bible teachings and also avoid giving the false impression that Witnesses are somehow bound to the dictates of some religious sect.”—The Watchtower, March 15, 1998, p. 19.
It sounds like the non-usage is growing legs. Followers are inevitably excited by anything perceived as new, which only precipitates the phenomenon.
Marvin Shilmer
http://marvinshilmer.blogspot.com