Let's not forget that the NUMBER ONE problem to be solved by Judge Rutherford was overcoming his own shaky status as heir apparent to the Watchtower Publishing Society's religious CUSTOMERS.
These customers had gone from people who would trade money for titillating End Times gobblety gook to true believers hero worshipping the charismatic
Pastor Russell who was secretly seen as faithful and wise servant.
Rutherford's credibility was compromised because of his personality and rough handling of the tender feelings of sensitive loyalists.
As a strategic consequence of this crisis, Rutherford took several clever tactical steps to shore up his status and power.
1.Rutherford needed central control of independent congregations whose local services were under no obligation to read Rutherford's writings IN PLACE OF Russell's. So, Rutherford published many various pamphlets, books and tracts portraying himself as a plausible biblically pre-figured successor.
2.Rutherford began sending official representatives to outlying congregations to "aid" their worship practices and services with the end goal of gaining "eyes and ears" on the ground. His reps made suggestions and twisted (gently) a few arms to get everybody on the same page. That page would be written on by Rutherford himself.
3.Propaganda was funnelled to local bible study groups by replacing the actual study of the bible into study of official Watchtower materials. The bible was ancillary.
4.A worldwide publicity campaign to focus attention on a pretended emergency would serve to solidify emotional enthusiasm on HIS leadership.
5.Conventions, public discourses, radio speeches, debates and a propaganda blitz villifying ENEMIES turned away criticism and deflected from his own precarious surliness and magnified his personality into Strong Leader status.
6.Cherry-picking any and every "transitional" stereotype from scriptures, Rutherford built an awkward theology of End Times urgency.
7. The now (in)famous MILLIONS NOW LIVING WILL NEVER DIE campaign was directly serving to portray 1925 as the new Armageddon end date.
Rutherford was a mover and a shaker with irrepressible energy toward furthering his own ambitions. He picked fights selectively. He is the main reason for the paranoia of Watchtowr style control issues. Rutherford threw "true believers" into the fire to create publicity for the central idea: WE ARE the true religion because we are PERSECUTED. He made everyone and everything the ENEMY: Government, Catholicism, Christendom, etc. He encouraged an Us vs Them mentality.
So, it is always wise to think about Theological evolution in this religion as an outgrowth and reflection on the personal MENTAL STATE of whomever was the Leadership.