After the article JT mentioned a concerted effort appeared to avoid using the term "the Society says". I think after a few months of everyone self-righteously correcting each other, eventually everyone reverted back to saying what was so ingrained in them.
The Society realizes that it makes them sound like a cult, but it is them who started using the term in the first place. It is hard to get these old dogs to learn new tricks, so I think they just gave up on this one.
Better to look like a cult than to have members saying "I understand the Bible to say... " They already cringe when they hear the word "cult", but what would they do if members started to really say "this is MY understanding..."?
Path