Watchtower's use of the internet to gain growth may backfire.
For Witnesses that are already internet savvy, I feel that many of them will take the change as a sign that the internet is ok after all, and begin searching religious sites other than the Society's official website. As a result they will be exposed to sites like JWN, JWfacts, Freeminds, and others, and learn a lot about Watchtower that they never knew.
For the Witnesses that have held back from using the internet because the Society has demonized it, they will embrace it to view the Society's literature online, and they too will come across information that will open some of their eyes.
Watchtower is of course very crafty and controlling; it will use the internet to it's advantage, but at the same time try to keep opposing information from the eyes of it's dedicated followers and newly interested people, a very difficult task. The Society is at a cross roads: it can't beat the internet, so it will try to join it, and the result of joining may be even worse than before.
(This reminds me of the mid-90s when a College education was given the ok, but several years later was banned again because of negative results for the organization.)